It's essentially a slash-and-burn strategy though. Eventually customers realize that the brand doesn't mean what it used to mean and move on. I used to be happy to pay a premium for Thinkpads because they were unparalleled in for quality and ergonomics. I've decided that my T410 will be the last Thinkpad I will own. I don't know what my next laptop will be, but I know for sure it will not be a Thinkpad.