I have no idea what holds them back....other than they're not going to drop the efforts they hold in house or the relationships they harbor with other entities.

Could be many reasons. Why did Lexar cheat on Sandisk and not make it simple from the beginning. Why did Toshiba then cheat on Lexar only having to pay big in the end...

Seems the method to the madness is to cheat first and answer later...

doni