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From one direction comes intense competitive pressure to innovate or to at least follow very, very quickly. From the precisely opposite direction comes the potentially existential threat of an app very publicly flopping or - even worse - being very publicly revealed to jeopardize the customer's well-being. Either way, you lose brand value in a social marketplace where brand is your primary currency. Auto-da-fé The car industry offers an excellent case in point. One day, carmakers are climbing all over each other to position themselves as au courant with Apple CarPlay and Google Auto.