It's remarkable how over the last 5 years user value moved from the device you pay for to the service that comes "for free". In Don's words:
But the major issue with the Zune since its release has little to do with the device itself. The Zune Marketplace is, in many respects, a joke. I've used it on numerous occasions and each time I end up missing the iTunes store.
This would make an excellent example for a Technology Battle exercise. We are no longer comparing devices (Tool-level), rather, whole end-to-end experience systems compete for user attention. Here, the service, i.e. Control-level component, makes all the difference.
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