Kodak's launch of their first serious foray into consumer printing has met with a certain level of success. Their Easyshare line of AIO printers has garnered a great deal of press with their attempt to change the rules of the consumer printing market. Lexmark and HP dominate the existing consumer print market with their varying approaches to the retail line. Lexmark generally follows the "razor blades" sales model, offering inexpensive, disposable printers and not so cheap cartridges. HP, the dominant company in the market, plays this game to an extent on the low end, but seems to follow a different tactic across its model lines. Step into any retail store that sells HP ink cartridges and you will see what we mean. HP offers a huge array of deliberately different sizes and types of cartridges. This is a marketing gimmick designed to cultivate name recognition by dominating retail linear footage of shelf space with a company brand.