All three are going to see their profits being swallowed up by competitors like MicroShift on the low end side of things. Making 9 or 10 speed groupsets is not really rocket science anymore. People (like me) that don't want electronic shifting will be flocking to them. All this broken interoperability and forced obsolescence from electronic parts is just too much unless you really need to cosplay as your favorite Euro Pro Tour rider on your lunch breaks.