SanDisk Sansa: Not Really the Expected iPod-Killer!

Last June, SanDisk was initiating a really aggressive campaign against iPod users to promote its own mobile digital music player. The expected goal was to rapidly become the second music player supplier behind Apple and its iPod.
Apparently, couple of months later, the success is far to be the one expected, and SanDisk has decided to increase storage capacity of its models, while decreasing their prices; is it the last maneuver before throwing in the towel?
Consumers have nicely proven to SanDisk and its advertising campaign that users are NOT sheep...
We think it could be positive for Apple to get a serious competitor, and order to push Cupertino to add new features/innovate or speed up the arrival of the new iPod revision. Not sure that Microsoft iPod-killer will have much success than SanDisk Sansa... at least it will have huge marketing money... but is it really possible to compete iPod success only with money??