IKA is not trying to be a Sony MemoryStick, I like that. Funny how the ecosystem participants think something like Sony MemoryStick will win adoption because of the brand name. A lot of people thought that back then too. Trouble is, Sony had restrictive branding and licensing constraints that allowed SD and CF to win adoption instead. Sony failed in the same way with BetaMax, MiniDisk, BlueRay, and still never learns. Moats work both ways. The infrastructure monopoly desire became the problem that sidelined them in every attempt. Sony actually believed that they would carry the brand to dominate data storage infrastructure with restrictive brand first attempts to usurp control in a growing industry.
I see IKA much more like the SecureDigital card. Ubiquity doesn’t need a brand. Developers chose quality and versatility over brand every time.