"Well we've taken the iPod Nano…it's a great product… we think that our Sansa e200 is a significant improvement over the Nano in terms of mechanical construction, the features and in terms of value proposition. It doesn't have the iPod cool factor. It doesn't have the iPod mystique of course. But it's a very, very good value proposition. It's an open system for delivery, with Rhapsody, Plays for Sure, Microsoft, Napster and other services." You mentioned that mystique. Can you or anyone else really crack that mystique? "I don't know. I think that Steve Jobs is a magician. And a master magician in marketing. And I'm pretty happy where we are today." The SanDisk CEO says the biggest growth area for his company may be in memory cards for use in cell phones…to store music and pictures. Bloomberg Boot Camp, I'm Fred Fishkin.