In addition, the Swiss drug and diagnostics company Roche has a unit that sells a third brand of sequencing machines, although this is a relatively small portion of its revenues.

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When a copy sells, the book jumps to a high rank, and then gets knocked down one unit every time any lower-ranked book sells.

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Another reason for Hutchison to worry: Chu will soon be expanding its offering of consumer electronics beyond computers - a direct challenge to another Hutchison unit, Fortress, which sells consumer electronics.

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