Matt Jones points to a fellow Nokia employee trying to come to terms with how the new rules of the web affect the commercial world:
The rules are not clear to begin with, and especially with the big behemoths it takes time for them to understand the game, and they refuse to enter the arena before they know what the rules are. The game scares them, because they are afraid to make mistakes. Some companies just go in, and play by the ear until they learn the rules. Others sit on the edge of the field, and try to figure out the rules by watching the players. Some companies get dragged into the game, kicking and screaming. Some can afford to ignore the game altogether, and keep going just like they have been doing for the past 200 years.