The same rules apply. A few people try to put a value on something and the only nogoes are what could send someone to club fed later. If the exact value of every asset and opportunity was known at any given time there would be no hedge funds or stock markets.
Kodak was highly profitable mostly because they were a near monopoly in the North American market and could charge whatever they wanted. Fuji arrived about the same time when the film market was already in decline. Some of Kodak's losses might well come from large scale customers not going digital but going Fuji film. I read Bollywood shoots mostly Fuji for example, mostly for cost reasons. Velvia is hugely popular with the lomo crowd, Fuji makes three (!) kinds of it. It's things like these which make me believe that Fuji's analogue product line will be here for a while, especially color.
There is still a market for film based cameras, but people looking for them no longer go to B&H, Calumet and Best Buy but instead to KEH, Adorama and Ffordes. Don't downplay the used market, if car makers did the same they'd be out of business very quickly. If consumer digital cameras had changeable sensors we wouldn't argue about this brain damage that a camera is worthless after 3 years. The market has changed, mini labs go out of business but I still get E6 home dev kits in brick&mortar stores.
FPEG may or may not get broken away from Kodak but it won't go away soon. I watched "The Ides of March" yesterday and guess what, it was shot on Kodak Motion Picture Film. "Inception", same thing. Hollywood still needs and uses that stuff and seems to be unwilling to drop Kodak any time soon (Ides of March was shot when Kodak already publicly circled the drain, and more than a decade after the first "expert" declared the end of analogue film). Hollywood will prop up those coating lines at least long enough until they are finally happy with digital or Fuji stock and since the coating lines are not exactly over utilised why shouldn't they also make still film if it costs little extra and adds to the bottom line?
Do you know that most UMTS modems are made by two Chinese manufacturers, sometimes claimed to be affiliated with the PLA? Do you know what potential security nightmare this means for the US? Realise that GM doesn't only make Geo Metros and Kodak makes more than snap shot film.