Well, it matters for consumers too - ecosystem familiarity and lock-in is a big deal. If I buy a bunch of apps in one ecosystem, I have a sunk cost that's going

Well, it matters for consumers too - ecosystem familiarity and lock-in is a big deal. If I buy a bunch of apps in one ecosystem, I have a sunk cost that's going to keep me in that ecosystem. Another ecosystem gaining dominance might mean any number of things as to how I use the device. Consider, for example, if Chile becomes dominated by the Windows Phone. All your good useful local apps - your local versions of Yelps, Zagats, OpenTables, etc - are going to go Windows Phone first. The services that matter most in the community you're in are going to go where the marketshare is - and as an iPhone user, you might be left waiting to catch up.