Those rules don't apply anymore.
Only maybe to the lowest of minions that out of respect for old authority will follow them senselessly in search of lost direction? But I think you know that.

When I threw my money to Nokia "hey competion, look at us, this is step 5 of 6" repeatedly to buy their intermediate "don't give them the good stuff just yet" devices the arrogant and mighty Nokia was also not for sale.
And then they totally sold out throwing away a potentially very interesting future of Mobile Devices AND Point and Shoot Camera's. A future that is now postponed till 2025 at least.