Windows Phone Thoughts: Not Even Microsoft Will Last Forever, but They Plan to Try

"The step after ubiquity is invisibility. Last week, I wrote about the peculiar business psychology of Microsoft, and this week, we cut to the chase -- what it all really means. And the key idea lies in that first sentence. Microsoft's goal has always been to make Windows ubiquitous, but achieving that goal will ultimately be the company's doom. And at the highest reaches of Microsoft, they know it. What was the personal computing revolution has turned into just another part of the electronics business, and even mighty Microsoft risks being commoditized to death. It is already happening. Don't think so? We live in the age of branding and the Microsoft, Windows, and Office brands are among the best-known in any industry, yet how many people actually buy software from Microsoft BECAUSE it's from Microsoft? See?"

Every week I enjoy reading Robert X. Cringley's editorials, but this week's editorial left me feeling a bit queasy. In the back of my mind, I knew this was the transaction play that Microsoft was going for, but Cringley spells it out so clearly it's a little frightening. :worried: Let's hope things don't turn out the way he's predicting...