If they United States Tennis Association stated to all the tennis ball producers that it was going to be switching from green tennis balls to red tennis balls, the manufacturers would obviously all start to create red tennis balls. However, none of these companies are taking their current, uniquely designed and branded tennis balls and degrading them just because you’re changing what color they are. Tennis players would still be loyal to Penn, or Wilson, or whatever company based on the product they make.

The newspaper industry in this example would have instead focused all of its efforts on creating the most red tennis ball available and sacrificed the quality of the product itself.

So, when I state that the companies should have been able to see the effects of their actions coming I am saying that from the perspective that almost any other business would have the sense to keep their brands and quality in tact while moving into a new, saturated market.