10. Two brands of coffee makers, Keurig and Tassimo, are vying for the convenience market. Keurig is the market-share leader and has the largest variety of cups used to make coffees and teas. Tassimo makes a smaller machine that brews faster, but it lacks the variety of coffees and teas sold by Keurig.

To complicate matters, Keurig and Tassimo users cannot easily switch from one manufacturer to the other, because the cups that each manufacturer uses are a different size. Which manufacturer is likely to dominate the market in the long run?