The next-generation end-point security vendors made quite a racket when they arrived in the UK in 2016, preaching about how the market was broken and how we could not trust the incumbent vendors, or "dinosaurs" as they were often referred to, anymore. But a year or two on, the dust is yet to settle, and the end-point security market remains a tricky one to assess.
However, after a particularly noisy 2016, these emerging end-point vendors had, by the standards they set initially set out at least, a rather quiet 2017.
The likes of Cylance, Crowdstrike and SentinelOne will tell you that they are now displacing the legacy vendors day in, day out; Cylance in fact recently claimed to have hit a run rate of $100m (£71.2m).
On the other hand, Sophos and Symantec will tell you they've been unaffected by the newcomers, and have been quietly innovating without taking heed of the new competition.
For someone relatively new to the market, the outlook must look daunting. So amid all the confusion, Gartner's magic quadrant for end-point is as good a place to start as any.
It would appear that the analysts are a tough audience to impress. Despite the common buzzwords such as AI and machine learning, the top-right "leaders" corner of the magic quadrant remains seemingly impenetrable.
In fact, McAfee and Kaspersky have dropped out over recent years, leaving just Sophos, Symantec and Trend Micro as its inhabitants.
In the latest version, published in January, Cylance and SentinelOne have actually moved further away from the top-right corner than they were in the previous year - leading to Cylance publishing an apparent response just six days after the quadrant was released.
So does this mean that the big three have fought off a short assault from the bolshie start-ups?
James Miller, managing director of Sophos partner Chess Cybersecurity, said he is yet to see the emerging vendors really stake their claim in the markets in which Chess operates.
"Certainly the year before  there was a huge song and dance about the new players coming out, particularly Cylance, and there was a big spin on it," he said. "There was a lot of battles going on between the different vendors as well around it, and it has really fallen off a cliff [since].
"We don't very often come across Cylance in our customer base; once or twice is about as far as it has gone. We do 70 per cent of our business in the public sector and we don't see them at all in that space."
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