It' s amazing how Jonathan Schwartz acts. See his rectent blog entry, one if his numerous panel discussions (e.g. a panel discussion from last october) or one of his interviews (e.g. Java Posse). They all show an attitude which differs from most of the companies (wether in the IT- or in the brick-and-mortar part of the world).
I wonder if this is the beginning of a transformation in the market (or just an era): Does a company has to act like Sun (transparent and like a peer in a community) to succeed in the next 10 years? I haven't found an answer yet.