After the recent Anti-trust hearings, Bill Gates recently compared the software market with the soft drink market. He says Microsoft is struggling to survive but that the beverage giant will be on top forever because the Department of Justice doesn't pick on them. Of course, Bill should be careful not to give Coke any ideas. We might end up with a scenario like the following:
Joe: (walking into McDonalds) Hi, I'd like a Big Mac.
Cashier: Okay, here's your Big Mac and here's your Coke. That'll be $3.99.
Joe: Uh, I don't want a Coke.
Cashier: Sorry, they're bundled.
Joe: What? I'm not paying for a Coke!
Cashier: You don't; the Coke is free.
Joe: But wasn't a Big Mac $2.49 last week?
Cashier: Sure, but this latest Big Mac is far more innovative. It's got integrated Coke!
Joe: I already bought a Snapple across the street... I'm not going to drink the Coke.
Cashier: Then you can't have the burger.
Joe: Okay, fine, I will pay the $3.99 and throw the Coke away.
Cashier: Oh, you can't do that. They're seamlessly integrated. Totally inseparable.
Joe: How can that be? They're two totally separate things!
Cashier: No, watch. (takes Big Mac, dunks it in a tank of Coke) See?
Joe: Why did you just do that?!
Cashier: It's a benefit to the consumer. Otherwise you'd end up with two different, inconsistent tastes. This way you're assured of a continuous taste across all your foods.