They're treating it as a "winner takes it all"-kind of business. And I'm not sure this is a reasonable bet.

The only way the massive planned investments make sense is if you think the winner can grab a very large piece of a huge pie. I've no idea how large the pie will be in the near future, but I'm even more skeptical that there will be a single winner.

What's odd about this is I believe there does exist a winner takes all technology. And that it's AR.

The more I dream about the possibilities of AR, the more I believe people are going to find it incredibly useful. It's just the hardware isn't nearly ready. Maybe I'm wrong but I believe these companies are making some of the largest strategic blunders possible at this point in time.