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Joseph Schumpeter claimed that the "excess profits" (or profits over normal profit) generated by the copyright or patent monopoly will attract competitors that would make technological innovations and thereby end the monopoly. This is a continual process referred to as "Schumpeterian creative destruction", and its applicability to different types of public goods is a source of some controversy. Supporters of the theory point to cases such as that of Microsoft, which has been increasing its prices (or lowering its products' quality), predicting that these practices will make increased market shares for Linux and Apple largely inevitable.[citation needed]