Transcription: Did you sense that this is a tougher market? When you invest to improve performance, you're differentiating your product. This gives you more sales. Now in the mature or the declining market, this comes at the expense of the competition. The sales you get are their lost sales. They aren't going to sit still in response to that. They'll respond very, very quickly to neutralize any advantage that you've gained. Because in both the declining market and in the mature market, it's such a zero-sum game, any sale that you get comes at the expense of competitors. They're going to be very, very relentl ...
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