Iomega hopes customers will look beyond the higher price tag for the players and focus instead on the lower cost of the disks, but that's a risky proposition.

FORBES: Iomega Hopes The Music Will Go On

As I-flex began to train its sights on big banks, some potential customers were hesitant, forcing the firm to dump the Citi tag altogether five years ago and rename itself.

FORBES: Magazine Article

The company reminds customers of that with its "It's still built like a Volvo" tag line.

FORBES: Volvo Wants To Be Cool