FORTUNE — You could write a headline from the data Chitika released today that drew attention to the dip in Apple’s (AAPL) share of North American tablet traffic, from 81% a year ago to 78.2% today.
Or you could focus on Samsung’s 56% increase. Or on how Microsoft’s (MSFT) Surface tablets more than quadrupled their share year over year.
But given that Apple’s competitors have lived in the shadow of the iPad in every tablet usage bar chart Chitika has posted — even the one in January 2013 that showed a post-Christmas dip — what would be the point?