I agree. I also like 10% improvements.
I only have a problem with them trying to make it out on the IPO instead of making a profitable business. But this one can not go forever, or the public will wake-up, or the law enforcement will.
I don't think it does mean a complete takeover. There are plenty of industries where being 10% cheaper doesn't mean you "win", and there are plenty where being 10% better doesn't either. In a world of perfect competition and perfect information it might, but it's well accepted that we do not live in that world.