During the 2000s, companies lost interest in IT as a source of competitive differentiation and focused on trying to make it more efficient by shifting basic functions to lower cost countries.

FORBES: As Corporate IT & iPad Demand Rise, Dell's Up, HP's Down

Wal-Mart's "energized differentiation, " an advertising term for the direction a brand is going based on consumer interest, loyalty and momentum, dropped 50% between 2011 and 2012 among college-educated adults, it said.

WSJ: Wal-Mart Ad Campaign Touts 'American Success Story'

We certainly hope it generates interest -- not only among developers but also among device manufacturers who want to do more than just talk about differentiation.

ENGADGET: Topic: Mobile