Jobs hasn't been a player in the telecommunications world and would be shouldering a big risk by tiptoeing into that industry.

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And, because of that, the END IT movement, which organized the recent online-plus-real-world campaign, has gotten some heat from some laptop cynics who say their efforts aren't making a real, tangible difference in the big-sad-real world.

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While the impulsive executive dreams up big deals--"There isn't a company in the world we haven't looked at"--her boss, PepsiCo Chief Executive Steve S. Reinemund, worries about how to integrate all the pieces.

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