advantage and potentially to spoil rival companies' sales. It's a

practice that's not limited to the technology industry where wannabe

hardware and software has become so prevalent it has been aptly labelled

"vapourware". Some prematurely announced products never make it to

market or are delivered late, leaving consumers incredulous or

frustrated. But vapourware is not all bad, argues Jay Pil Choi, a

professor of economics at the Australian School of Business. Besides,

with the threat of reputational damage, over-eager corporations need to

be sure to deliver the goods.