My Zune on the left and Joe's on the right. i feel them getting stronger in popularity day by day. i see a new one or hear about a new one about once a week. plus with the new baby pink and watermelon red Zune coming out, i feel like they are going to be a rival with *tenses up and smirks* 20% of the digital music arena by the end of the year. they have more features and are backed with a long running trust able company.