Poor old Sony. 20-odd years at the summit of the portable audio world, then along comes that little white box. Now the firm is being punished for its complacency. Imagine if the HD1 had been the first DAP. People would've simply said, 'Seen Sony's new Walkman? What a great idea!' There wouldn't have been a word said about how it looked ... cos small and metallic is basically the Japanese look for electronic gadgets (and God, I love 'em!). But when Steve Jobs and Co. put a computer in a box designed by Fisher Price and ramped up the emotive marketing, bingo: they had a long-running success on their hands. It's important to note here that no one says, 'Isn't the iPod well built?'; or 'Doesn't the iPod sound amazing?'; or 'Isn't the iPod a technical marvel?' No, people just say it looks cool. And cool sells. Any wonder then why Sony are chasing the cool dollar (or pound, or euro, or yen)? They badly need to get back in the game; and to do it, they're having to whore themselves in an undignified way by pandering to a planet of morons who can't see past what's on the surface - a la, a large percentage of iPod owners. Once the iPod fad is over, and if Sony can ride out the storm, you'll see a return to the Sony build and design quality of old. For now though, it's all about the Benjamins ...