I am inclined to agree. What microsoft is doing here is - it's trying to fight perceptions. The first Zune model as per rumours would have 30 GB's of storage, and will be launched around Xmas for USD399 the same price as the 60 GB Apple iPod. Now Ipod was a 'new generation' technology which knocked off Sony's fading discman. And zune is seemingly a clone except that big screen. There is not a iota of doubt in my mind that microsoft cannot win this battle on pricing and incremental features alone. However, Zune may create a few ripples initially given Microsoft's financial juggernaut.

I'm not sure I can agree - just look at the success of the XBOX. Okay, it's still not the dominant games console on the market - and may never be - but many people wrote it off at launch because of the Microsoft brand. I mean what the hell was the software house behind Windows doing in our living rooms?! Beyond brand, Zune is a completely different concept, taking some of the principles behind web 2.0 such as user publishing and tagging into the mobile music space. It could work, providing the product and service is up to scratch.

That's the most ridiculous piece of reasoning I have read in a long time. If they price it right, it'll run away with the market. And I'm willing to bet on that. You might dislike microsoft, but that hardly means th whole world dislikes it. Quite the contrary.

Since when has pricing become a differentiator? Since when has marketing become a battle of products(it was always the battle of perceptions)? My point is - it wont be easy for microsoft to run away with the market, given the strong perceptions of iPod's leadership position. It's going to take a lot more to beat iPod than a few tweaks here and there.

who wants to walk around with a 'Microsoft' round their neck?

About 1/4 billion xbox fans do.