Back in the day, some folks at Microsoft used the term "developer mindshare" in the now-infamous "Halloween Memo" - Microsoft was operating (rightly, I think) under the assumption that they would dominate the software universe in proportion to its domination of the thoughts of software developers. (Perhaps this helps explain the oft-lamented complexity of Microsoft's APIs and programming models - and the fact that Microsoft have lost a large portion of developer mindshare in recent years, contributing to its market decline.) Make no mistake, Microsoft wanted developers to think about Microsoft APIs and SDKs during every waking moment.read more »