At on point this is a brand that had about 40% of the bluetooth speaker market. They essentially made that product category main stream. Beats and Bose predictably followed and took share, but also grew the pie. What was surprising is that JBL and Logitech UE BOOM entered the space and essentially took up all the rest of that share with products that were louder, had better battery life, were more durable, and had features like pairing, all while they were distracted chasing the health tracker space. To me the lesson here was that they could have doubled down on their core market and really continued to own that space as the market expanded, but perhaps they moved on too quickly thinking they had more loyalty than they did in the space that kept the lights on.