Lesson learned
The Storage world has learned a major lesson since netapp and that is not to ignore the competition. Netapp not only had new technology, this thing called "snapshot" and and a filesystem. These were significant, paradigm shift changes from what the storage world was used to at the time. However, netapp was largely ignored by its competitors and it wasn't until years later that the likes of EMC decided to compete and by then it was just too late. I'd be willing to bet if netapp were to start again today the results may have been different.
I'm not sure what exactly Pure storage sell as Dedupe/compression on a flash array is not exactly a high barrier to entry and the large vendors do pay attention. Statistically speaking the deck is stacked against them but it'd be good to see them establish themselves.