I read Sun Tzu's The Art of War more than 10 years ago, and there is one bit of advice that I still use daily in my business dealings. It can be paraphrased as "when attacking an entrenched competitor, you need four times the force. Ten times the force is better." Thus, when Red Hat was building its enterprise business, I made sure that our sales people were focused on customers who could immediately measure 2x the performance at 1/2 the cost (yielding a 4x performance/cost advantage), although 10x performance/cost was more advantageous. It seems that Sun Tzu's math has been understood by the London Stock Exchange, who are seeing a more than 6x improvement in the all-important measure of latency, whilst gaining an impressive 2x cost advantage. No wonder they are switching from a proprietary platform to one based on open source software!