These days few companies are engaging in original nor advanced innovation. Rather they seem content to merely imitate and integrate the best efforts of other product and market leaders as their main means and methods of innovation and competion. This becomes a problemwhen they don’t bring anything new or creative to the game.
Any company that makes a product related to or in an industry or market anywhere near that of the successful one they work to extend or enhance theirs and morph it to that new market and sees this as an opportunity ripe for the picking and too good to turn away.
When companies like Google with Android and Microsoft years ago with Windows create development and deployment plaforms make it simple. easy and painless not to mention cost effective they eagerly jump in both feet. As consumer we are left with a flood of mediocre similar products that are hard to differientiate from each other. This is where the marketing hype kicks in trying to convince us that one is as good as or better than the other.