Ignore it, because it seems irrelevant. Ridicule it, because you feel superior to it. Attack it, because you feel threatened by it. Want it, when you know it. IRAW it. People ignored Steve Jobs for a decade. Then, the market ridiculed the Apple Newton. Then, industry attacked iTunes. Then, everybody wanted an iPhone.
With over $600 million in HFA sales, annually, you cannot ignore or ridicule it anymore. Attacks, get lost in space as the results on the ground speak for themselves.
If you want to do what HFAs are doing, if you want to have the the results HFAs have, contact a HFA you know, or connect with us at: firstname.lastname@example.org.