because it's the easy thing to do it's the path of least resistance. It's the cheapest. Thinking that innovation is enough is a little bit naïve, you need more

because it's the easy thing to do it's the path of least resistance. It's the cheapest. Thinking that innovation is enough is a little bit naïve, you need more than innovation to get market space, ask Archos for details about that. Quick got a place in the sun with the very innovative position of selling hamburgers cheaply, end result: Burger King left the country crushed in the war between Mc Donald's and Quick, but innovation is zero on the hamburger front.