This is true in some cases, but very not true in others. If you have a great product that people want and the skills to implement it, you have a great product that somebody else also has the skills to implement. If they're willing to push theirs on people, they'll take the market. This is especially bad if you're making a product that benefits from a large audience (e.g. anything with social features, things whose production can carry an economy of scale). You could become the Borders to their Amazon.