Companies should heed the experience of New Coke.
And Netflix.
New coke is old news but relevant.
The most recent dumb-@$$ move by a company is Netflix.
It could go down as the all time dumbass move.
I know coca cola is bigger but when you lose 800,000 people that were paying you (and would continue to pay you probably until a new technology emerged) $10 a month and you lost them in a matter of a month or two.