[Alex3917]

Definitely accurate, but is the research P or NP though? I.e. does each person who wants to buy a bike instead of a Peloton need to do the same amount of research, or can the entire company be put out of business by one person writing a good blog post and cutting down the research each person needs to do by 90%?

I suspect there are a lot of startups with this vulnerability. There was a company I talked with a year or two ago that made security cameras, and the entire company was built around the assumption that consumers wouldn't ever figure out that renters insurance was less expensive than the camera subscription.