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There are a number of reasons that UNIX is successful; in the early days, it was available free of charge from Bell Labs to universities, at a time when universities were spending a lot of money for software licenses (VMS, etc.).

It appealed to computer science departments because of its structure and was a great way to teach computer science and operating systems. It also did not need a lot of equipment to run on.

As more and more university graduates went to industry they started demanding the use of UNIX in the corporate environment because of its simplicity and power. Eventually commercial companies (HP, IBM, SUN, etc.) took notice as a way of earning money.

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