Sad that there are either "winners" or "losers" and no "treading water" but I'm guessing if they aren't mentioned they are in the treading water space.<p>But the other challenge is what is captured here is not an object measurement instead it is "performance against expectations" which makes people like Apple a "loser" even though they shipped more product and made more money than Google a "winner."<p>The EVP of marketing at NetApp used to have a chart on their wall which had all of NetApp's competitors and an arrow next to it, which was their "path" and the path could be up, forward, or down. It had a similar feel. It is useful as a leading indicator of future challenges. And by that I mean that you can miss expectations one year and be fine, but miss for 2 or more years in a row, or regularly have a miss every few years, and its harder to be perceived as the leader.