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Once in the market, dogfooding demonstrates confidence in the developers' own products.Info World commented that this needs to be transparent and honest: "watered-down examples, such as auto dealers' policy of making salespeople drive the brands they sell, or Coca-Cola allowing no Pepsi products in corporate offices ...are irrelevant." In this sense, a corporate culture of not supporting the competitor is not the same as a philosophy of "eating your own dog food".
But watch this quick video now, as he's only going to leave this up for a couple of days.The development of Windows NT at Microsoft involved over 200 developers in small teams, and it was held together by Dave Cutler's February 1991 insistence on dogfooding.Microsoft developed the operating system on computers running NT daily builds.It was initially crash prone, but the immediate feedback of code breaking the build, the loss of pride, and the knowledge of impeding the work of others were all powerful motivators.
Windows developers would typically dogfood or self-host Windows starting from the early (alpha) builds, while the rest of the employees would start from the more stable beta builds that were also available to MSDN subscribers.
We were always upgrading from a beta, not from production disk to production disk." Dogfooding may happen too early to be viable, and those forced to use the products may assume that someone else has reported the problem or they may get used to applying workarounds.