they don't get it (Score 2, Insightful)

It's not iTunes compatible! What Sony and other companies just don't get is that the software behind the iPod hardware is what drives the sales. iTunes is an excellent player. The only problem is, if you use it you can't sync with any hardware except Apple iPod hardware. For millions of people this isn't an issue, and it's a small but very important point that Sony and others forget.