Fire the consultants, stop trying to be a conversational marketer and just get back to the basics."
He's quite right, Epson's printer software has been dreadful since the days of Windows 3.1 and it hasn't got better. In fact, they persisted with the horrid Epson Printer Manager well into the Windows 98 days.The sad thing is the printers themselves aren't bad units, it's just that you have to install a pile of rubbish on your computer to make the things work.
If Epson were to get back to the basics, then they should ditch the software writers.