I'd argue the Google Maps situation was different. I was already using Garmin on my phone but how many users here even knew you could do that? People thought you had to pay to use GPS. They paid for AT&T navigator, Verizon navigator, trash like that. You couldn't install any apps on smartphones because they were locked down. At that time in 2009, the iPhone had been out for TWO years already. Everyone knew about Google Maps on the iPhone and while it lacked turn by turn navigation, it was immensely useful in providing directions with GPS at least. Google didn't shake up a well established industry. They changed the way things were going and kinda standardized the industry. The difference here is phone pricing has always been this way, and smartphone pricing too. IT's just a bit screwed up in the US, but in general unlocked phones still exist. I think the issue here is that for whatever low price they're using, it isn't a complete package. The Nexus 7 was a retreat from fighting the iPad. While it went to a 7" form factor, we also didn't have removable storage, limited storage, and a lot of lopped off features. The problem is people make the excuse "Well it's only $199." The same happened with the Nexus 4. "Well it's only $300, what do you expect?" I'm fine with Google offering me a cheaper phone, but when you have to cut features here and there that's a compromise I'm not willing to make. And however the SGS3 is priced, no one cares about the $599 anyway. The US will always be stuck in that $199 contract pricing mindset.