+krisr92... It could be argued that way. However, the way JVC marketed their VHS was by making it as widely available at pretty much any price the retailer wanted to sell it for. Therefore, almost anyone could get one for a cheaper price than Beta. You could even extend the comparison to the entire cassette stage and say BTC is the U-Matic, which was released years before VHS/Beta but ultimately was too expensive for the everyday Joe. Therefore, it never gained mass adoption simply because ordinary people couldn't get hold of it. Therein lies the BTC paradox. Yes it will always be there and be important, but something will come along to take top spot...simply by learning lessons from BTC and doing it better. Marketing is about keeping a consumer happy. If you don't have consumers, you don't have a market.