So according to this strip, the competitor could have been Apple und Dilbert's company is Samsung? (Well, c'mon, at least there are some similiarities...)
This actually is very real in the world of electronic trinkets with a short model cycle, like digital cameras and players, not to mention cellphones and pads.
There is always some sort of "drag race" or "chicken race" being played, to try to get the other guy to jump the red light or to bail out.