Acer founder and former chairman (now retired) Stan Shih has come out with the bold prediction that US computer brands are on the way out -- if they do not adjust to the new reality of a PC market focused on low cost. When asked how he foresees Acer and ASUS establishing their brand credentials in the USA when they're engaged in constant price wars, Shih resolutely stated that lowering costs and prices is the way to do it. Drawing an analogy to the fate of US television brands (pow!), Shih pointed out his belief that American vendors aren't capable (slap!) of delivering the sort of affordability that the market is set to permanently demand. As harsh as his words may be, let's not forget Acer recently jumped Dell for the number two spot in volume of global sales, so let's not ignore what may in fact be prophecy rather than mere prattle.