Rubinstein is a true innovator, but "innovation" has come to mean "Apple" in the tech industry because nobody really seem to care about innovations from anyone else.
Case in point:
webOS introduces fluid, effortless, elegant multitasking - "and who cares? I only do one thing at a time anyway."
a year later, Apple introduces crippled multitasking in a task switcher - "woow, the iPhone is the best! It can even multitask!"
It is my hope that HP's sheer scale and mass (and therefore, momentum) can make the media talk about them. Right now, they're not - and they've been euphorically reporting live from every rumor about the iPhone years before it was actually announced. People love Apple because the Media love Apple. HP has to make the media love them, and as soon as that happens, they will have won.