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If you don't know what "Beats" is, it sounds like you should do some research on your own.

I've added more, but in reading and re-reading it's unclear if I've really explained my point. I know who Apple is. I know who "Beats" is. The bare facts about who they are and what they sell does not explain the underlying issues that seem to have the techies in such a lather.

There must be more under this than the simple surface facts - that's what I'm not getting. The fuss seems completely out of proportion - there have been just so many submissions here.

I don't get it. I really don't get it.

Historically, Apple doesn't spent billions on companies. They spends tens or maybe hundreds of millions on small technology startups that they can the integrate into their existing products. Beats makes music accessories and has a streaming service, and doesn't really offer any unique technology - just a brand, so it's a very atypical purchase for Apple, especially given the price.

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