In other words, all the cold, corporatized exploitation and neatly packaged entertainment of the NFL but with college kids providing the cheap labor and the buying power instead of fully-formed adults.
For example, the modern horses (Equus caballus) still have the genes for making side toes (like its ancient ancestor Hyracotherium had) and occasionally, rarely in fact, a modern Equus is born with small but fully-formed side toes.
The entire idea of a mobile ecosystem wasn't even fully formed in the minds of most -- perhaps not even in the minds of those creating iOS. And while nearly everything changed over the five years that saw iPhone OS evolve into iOS 5, one vital piece of the original equation remained intact: Google Maps.