They dont understand it. They are trying to compete with Apple, but can't because they dont make the OS, so they add a ton of crap to the OS which bogs it down, and then they try to go for the "user experience" and want to create an ecosystem, but once again they dont control the Software aspects 100%. If Samsung had their own OS then what they want to do would work, but right now it simply can't. Their execs are out of touch, It may be a cultural thing because look at how HTC was run, but Samsung at least has more money so they can buy their way out of situations. Motorola actually "gets it", they understand what they are working with when it comes to Android and understand they can't go the apple route because Android is not a lockdown system, so they go the route Windows PC manufactures go which is trying to provide the best hardware at the best price, because at the end of the day every android phone does the same thing and runs the same apps, so it has to make sense for someone to want to buy your device. Right now it simply doesnt make sense to buy a Samsung device when you can get the Moto X for half the price or even a Moto G for 1/5th the price. Literally the only enticing thing about Samsung Devices are their cameras. People hate on Apple but apple has created an Ecosystem, so their devices dont have to be super specd out, they make sure the entire ecosystem performs amazingly. If Samsung would have developed their own OS from Day one and built on it they could be a top dog since their money is long so they can take bigger risk, for example if Blackberry took risk they wouldn't be in the boat they are in right now.