I read up on Creative Technology AR for the past 15 years. I have wanted to do a case study but decided to tag a random thoughts to it because I thought there are more reflections than analysis.   First, when I google "why did creative fail", this blogger gave the best answer. He seems like a insider of the tech industry and I shall Not parroted his views on the products. https://erictayet.wordpress.com/2013/06/01/creative-technologies-missed-opportunities-or-lost-cause/   However, at his hey days of late nineties, Creative did diversfy. It is a capital Venture company, investing on small Tech start-ups that look very promising with over 100 million profits in just 1 year. Thereafter, it is a roller coaster ride.   Even within the core audio market, there is clear market segment that creative want to capture and that is one period of time they were into the Internet business, broadband etc.   Also, ......