When BMW came out with the X5 they were not concerned with stealing away from Jeep, etc. It's a product offering and segment that they wanted to be in. It's not BMW's bread and butter---cars are. RIM is doing the same thing. Their R&D is not all dedicated to one phone like the iPhone or one segment--they are a business phone segment leader. The X5 is an "SUV" yet you ask a Jeep owner and they say it is isn't. RIM will need to be competitive in the iPhone, Droid segment but they aren't ever going to be #1 in it.