And I guess the business lesson here is to learn to spot dissonance in your business strategy. Sun engaged the consumer market with propaganda. That was the e

And I guess the business lesson here is to learn to spot dissonance in your business strategy. Sun engaged the consumer market with propaganda. That was the extent of their engagement. (Remember all those Sun ads during the dotcom bubble?) But in reality, Sun was in reality only engaging geeks. Sun has never failed as a company catering to geeks. Somebody in that company should have noted that their desire (Sun for the masses) and their actions (Sun for techies) were not congruent. Proof is in the fact that in the case where the general public has little input - the backend -- Sun was (and remains) spectacularly successful. The mistakes made here are far less specific to Sun, and very much related to the dissonance between being in business to make money and being enlightened hippies who are making substantial contributions to the industry, for free.