Microsoft following the same pattern.
- There is a need in the market they are aware of, but don't care
- Someone else makes a huge splash by doing a great job
- Microsoft gets butthurt that someone else is making profit
- They take way too long coming up with a rival
- Microsoft hires thousands of engineers to work on the product
- The rival is way too late to market, and everyone has already chosen the cool product
- Microsoft quietly lays people off and kills off the product