That may all be true, but they made a large and significant bet on consumer purchases in their focus on design and heavy television ads focused on celebrities (

That may all be true, but they made a large and significant bet on consumer purchases in their focus on design and heavy television ads focused on celebrities (all notebook ads, BTW). They've been aggressive on multifunction printers in a way that others have not. I submit that they don't engage in a lot of new product risk, but I have admired the hell out of them for their balls to define themselves as a consumer-centric company and succeeding without resorting to price discounts. That's an incredibly difficult thing to do.