> An optimist would say that it has enjoyed some of the best global advertising in recent years, and that $1 billion is a fairly low price to pay for that. After all, there can't be many potential buyers of smartphones who are not now aware that Samsung is a rival of Apple, and in many respect highly similar. Some of them might well take a look at Samsung's offerings, and might be pleasantly surprised at the lower price of many models compared to Apple.
> Husband: "... Samsung's iPad is the same as Apple's iPad, and I paid how much for the Apple one? Honey, I told you they were a ripoff", after looking up the Samsung tablet on his iPhone.
> Wife: "Oh wow," looking at the screen, "... that's a lot cheaper. Think we can return it?"