"I'll give Apple credit for what it's done," Ballmer said. "It's not like they've really grown a lot of market share [thanks to the ads]. Remember, when you're the little tiny niche guy who owns about 2 percent of the worldwide market, you can be cute one time and it helps you grow." Price fixing by flash memory makers? An American lawfirm says that US shoppers may be paying more than is legal for flash memory. Organized by Hagens Berman Sobol Shapiro, a firm specializing in class action suits, the new investigation and lawsuit accuses numerous companies of conspiring to "fix, raise, maintain and stabilize" flash memory prices. The primary target: Micron's Crucial Technologies division; however other major corporations have been implicated as well, including Hynix, Samsung and Toshiba -- the major suppliers of memory to Apple.