At the Open CeBIT conference in 2008 Longhaus stated that by 2012 the open source business model would be a fully integrated dimension of the overall software market. Part of the logic behind this forecast was that the presence of a new business model in an existing market that offers the same outcomes at a reduced cost will cause a reaction from other market participants. These reactions include meeting the new entrants on price, differentiating on value-added features or through product and service bundles, or in many cases to adopt the competitors’ business model as your own. Such actions are all aimed at cancelling out the effect of the new business model in the eyes of the buyer and restoring the status quo. The implication then should be obvious. Over time, the identification or distinction of a software vendor based on its underlying development pedagogy will no longer be a source of competitive differentiation on its own. Instead the business model becomes just one more means by which to compete on feature, quality and price.