"Other companies like ING and Apple get it, which tells me that There are no constraints, no laws, just people who zigged when they should have zagged." Apple

"Other companies like ING and Apple get it, which tells me that There are no constraints, no laws, just people who zigged when they should have zagged." Apple would die if it's design wasn't the best in the industry. They "get it" because their competitive advantage is precisely that -- design. I don't know a whole lot about ING, but it sounds like they similarly succeed by being the counter culture. They are, in fact, so specialized, that they're willing to turn away customers that withdraw money from their savings accounts too frequently. The point is, they're experts at what they do, and that's how they survive, the same way Apple survives by being the design expert for devices. AA has to reinvent itself to become an expert. There are, no doubt, a lot of obstacles, constraints and laws, but their desperation will lead them to success.