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What makes the WSJ plug so nice is that it shows that Iomega is becoming something like Briggs & Stratton; people don't buy a B&S lawnmower, rototiller, snowblower, etc -- but the vast majority of lawnmowers etc. made by numerous companies use B&S engines. This is similar to Iomega's push to get its drives installed as basic equipment (or a factory option) in many computer makers...
And if most new computers come with Iomega drives, have-nots will have to get them as well just to maintain compatibility.
And, selling to manufacturers directly means less money spent on expensive consumer marketing...
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