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With every market there's a timing element and a large part of it revolves around exactly those kinds of marketing considerations. The right product at the wrong time won't get traction because they're taking a space already occupied by some incumbent - but offering when there's hype and interest around your category and a lot of first-time customer potential gets you in the door unchallenged, hence why there are distinct "generational waves" of startups that find a growth segment and sink their teeth in it at the right moment.