The war of market share is a war that shouldn't exist when you're in the business of making good products. Market share doesn't mean you have a good product, just that a lot of people use your product.
When Apple releases a new product, it's released with a product marketing page. It's interesting to watch the marketing pages, because usually they are either following a trend or starting one.
A bit of inspiration... If it doesn't hit you the first time, watch it again. It's there, trust me, you can learn something from watching these videos.
Had a brief conversation today with a few of the developers at Medium. We talked a bit about Linux and BSD as desktop operating systems.