Shruggie is NOT a global leader, or leading company in anything. It's not special, it's not unique, it doesn't stand out. It's just ¯\_(ツ)_/¯. 

Shruggie doesn't prioritize the customer's needs. There are plenty of other companies doing that already pretty well. The words "passion" or "passionate" don't exist in this company; these words are reserved for some romantic soap-operas.
Shruggie's skills are NOT unmatched, there are other companies probably more competent; but chances are, that there are other companies doing far worse, so ¯\_(ツ)_/¯

Shruggie is just another consultancy or YAELC (Yet Another Embedded Linux Consultancy). You know: the guy(s) writing some code, getting paid for it, and at the end of the day opening a beer. No more, no less.
Well, actually, it's 2 beers and sometimes 3, but rarely more than that.

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