I laugh at them,
Just like Microsoft blew mind boggling sums to "capture" the server market by building thier own "silo-server-software" which linux ignored and ran right by - if and when manufacturing gains traction as open source, the level of automation will make thier efforts look "quaint" and generally laughable - if they have any vision, they'll sponsor open source initiatives to bring this about....
Who wants to bet they wont instead try to do it all themselves? -- it'll be shiny and flashy, and look like scrap metal 5 years later....
Been running through the ROS tutorials this week, I'm now totally on-board - just looked at a couple initiatives to apply ROS to industrial automation...,
making more Cube parts to finish up the last couple mechanical details on the ultimaker module.
Realistic or not - I'd like to present a 6 cell CubeSpawn array (3 movers, 3 machines) at a maker faire somewhere late next year.