[Gaessaki]

Didn't mean to imply that they were necessarily doing anything wrong or right (and I tried to clarify that with the last sentence of my post).

In my book, "taking down a notch" means to humble someone. Companies like Apple and Google can make uniliteral decisions that move markets (for better or for worse), in a way that other companies can't. The crux of the question is whether they'll be able to hold onto this liberty.

On the same vein, I think it's totally fair to ask whether a non-tech company like Nestlé could be taken down a notch.

All that being said, I buy your point. As long as their core offerings remain undisrupted/maintained, it's hard to envision things being different.