There is an interesting market battle going on in the embedded world.
It's not just between operating systems, but among versions of a specific operating system -- Linux.
We have a GPL Linux for embedded systems, but we also have Montavista Linux, which is selling an alliance story, and nowLynuxWorks, which is selling amulti-platform story. (I'm certain there are others -- send me your releases.)
This is yet-another big advantage Linux has over rivals. It can handle multiple go-to-market strategies, multiple implementations, multiple license schemes. Have it your way. No lobbying required.
This, in my opinion, is the market to watch.