Apple's "untouchable" position is made so much easier for them by the blundering moves made by evvery other company who even has half a brand to push.

There were dozens of MP3 players at CES that could pass for a Rio in the eyes of most consumers. All by companies you've never heard of. And will never hear of likely.

Even browsing Microsoft's "Plays" area was just "ho-hum" - really, no one cares about Windows Media Audio right now and that's not likely to change for a long time unless someone comes out with compelling hardware backed by some serious brand awareness. That's not going to happen from any of the two-bit companies and it's no help to Rio's future to move further into that mire.

Apple commands this market. Darth-Vader style. I don't think they're quite the force ebay is in online auctions, but everyone else just seems to be handing them the future of this space.

Bruno