The same thing that assimilation always does. It destroys innovation and individualism; thus forcing us to by an inferior product. If MS had bought out Nintendo they wouldn't have worked any harder than they do now to make the consumer happy. In fact, they probably would have tried even less because they would have had only one major competitor. It's not about you, it's not about me, it's about money.
Monopolization. Exploitation of the underdogs - the true innovators. Microsoft has had the same thing going for Windows forever. It is popular because Bill Gates knew how to market his product and not how to make it good. Mac OS and Linux (among others) exist because they have something better to offer for many people. If they didn't have the reasons for people come back to support them, they would be dead.
The underdog has to innovate first to keep their product on top. This system encourages progression rather than regression.
The monopolizer has no need to innovate because they're already on top. Since people keep buying their products anyway they can just pump out poop in a purple package (but you can't polish a turd).
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