The second, the unchangeability bias, is the idea that when we face large decisions that seem to be immutable (getting married, having kids, moving toadistantplace), the permanence of these decisions makes them seem even larger and more frightening.
For BlackBerry to stake a claim on even adistant third place spot, it doesn't just have to finally measure up to Android and iOS, it has to convince those growing more tired every day that the waiting is finally over.