Apple competitor Nokia lost its shine before it lost its competitiveness, taking criticism for its design shortcomings while it was a global powerhouse.
All of this has been noted, which is why today's decision to fill up the platforms may well be interpreted as a response to criticism rather than part of the design of the campaign.
Regulators also recovered from the persistent criticism and growing scrutiny of a poor design and weak monitoring of the consent decrees that started it all.
Criticism of the disaster has sprung in part from decisions made over the design of the BP well, which used a single pipe, known as a "long string", that ran from the sea floor to the bottom of the well.