I think that Apple/Google/Samsung each still think that they can somehow "Win" the patent war. It should eventually become blindingly obvious to all of them that they can't.
The article states that Samsung lost a lawsuit in the US against Apple, however it fails to mention other high-profile results of Apple v. Samsung legal rulings -- namely where Apple had to publicly apologize in the UK and issue a prominently-featured statement as such on their UK website.
Other nations have ruled in favor of Apple, and vice versa, which further adds to the confusion of who is a victor.
