Why was NetApp crowbarred in?
I don't think Chris Mellor can resist an opportunity to sink the boot into NetApp. They make it pretty easy these days...but Chris does have form in this area.
I was at NetApp during the DD acquisition debacle. Their CEO appeared at our all-hands meeting, gushing on how he was looking forward to becoming part of the NetApp family. Smiles all round. Then big bad EMC swooped in and ate our lunch. Like they did with everything else really.
We always used to think we were the good guys at NetApp, and the Evil Machine Company would be vanquished by our superior technology and righteous approach...well, we all know how that turned out. EMC is a juggernaut with excellent leadership. They know how to acquire a product and make it their own. While I know they have had their failures, there are plenty of success stories - DD being one of the big ones. Even if NetApp had been successful with the DD acquisition, would we have been able to pull it off? Debatable...the church of ONTAP is strong.
As far as from a marketing perspective not having DD fitting "nicely" with their efficiency message...well, you are right that NetApp have a story, and if you take the time to look into it's a good one, but seriously - are you on crack? Do you think the company would really prefer an nice marketing message over an additional $2B in annual revenue?