To be honest, I've not noticed much Samsung ads on tv. I'd bet most consumers, if you asked them to name a cell phone maker, Samsung comes 4th or 5th behind Apple, Moto, Blackberry and Nokia (outside the US). Of course, if that buyer does any research at all they'll see Samsung plastered all over the place. But that same buyer likely shops on value and some basic specs - and we all agree, spec-wise, that Samsung has done a better job than the others in terms of bang-for-your-buck. Sammie gets you with marketing, but they also get you with a superior value proposition. But if you are a completely brain-dead consumer, you'll probably go Apple or Moto (not saying all their buyers are brain-dead). At this point, the market is pretty heavily commoditized, and HTC has no real brand or value proposition. Same for LG (and I may be wrong, but IMO LG is a mid-tier electronic mfr, which is what many will think when looking at their phones). So Sony has quite a bit it can leverage to build share. And that's another thing worth mentioning - people know Sammie makes great tv's (among other things), so when all these phones look the same for about the same price, if you know nothing else you probably choose Sammie.