I guess Sun wants to be able to sell a server, the media storage device, and the media itself to back the thing up. I think this a very good selling point for Sun because running backups for a server is a fact of life. They can now firmly integrate the storage solution with the server so backups are easier to schedule and run and you can restore things faster. Now you don't have to go to a third party solution to take care of an essential task.
Also making tape media is something that won't grow very much but is a reliable income stream. Most companies go through tons on tapes depending on their retention policies. Selling the media and the tape machine is like selling the razor blades and the razor.
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