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My gut reaction is "not going to happen." Because I think people are drawn to companies with honest, relaxed attitudes - not companies carefully calculating their identity to win a new market share and desperately attempting to avoid obsolescence. And I think this consumer preference is becoming even more influential as the main arena of corporate competition becomes increasingly digital and social. Look at how successful Microsoft has been so far at proving that it's still cool.

But then, maybe you're right - maybe we should look forward to some incredibly sophisticated, calculating companies in the future.

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