The one thing device manufacturers fear more than anything else is the commoditization of their product. If you, the buyer, start to perceive all competitors within a given market as equivalent and therefore interchangeable, the battle between them is reduced to a price war. Nobody fancies a price war because of two simple reasons: it squeezes profit margins for everyone involved and has a Darwinian tendency to leave stragglers in its wake. Just ask Sony and Panasonic how their TV businesses are doing.
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