Be sure to ask how much to expect incremental expenses to be, so you can build that into your comparison.

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Lee says that no product in decades has sold like the iPod (6 million in the last quarter), so to build back business it will have to rely on incremental gains.

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That leaked build of Windows Blue is a case in point: it suggests a relatively incremental update to Windows 8, yet some of its revelations are already causing quite a stir.

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As a result, web developers triangulate, attempting to build the best features they can based on the lowest common denominator lest they give up incremental market share (aka, revenue).

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