Oh and I suggest you look at how advertising works. It’s classic 0 sum game. If you and I spend 0 on advertising, the outcome is the same as if we both spent $100 on advertising (assuming equivalent efficiency of conversion). However if you spend $100 and I spend 0 you capture the market. If you outspend 2:1 you’ll get 2/3 of the market (roughly). Obviously efficiency of the spend is also important, but it’s literally a 0 sum information war between competitors. If you didn’t think it mattered, you’d have to explain why companies spend hundreds of millions on advertising - that would be money more efficiently invested somewhere else.