[qaq]

Honestly you just need to have good marketing and a passable product. The "secret" none talks much about all top tier APT groups run labs and test their exploit families agains all top tier Endpoint solutions. So none of them can stop a determined well resourced adversary but that not in any of the marketing booklets.

[borski]

Oh, of course. I was that well-resourced adversary (through the USG) for some time. :)

I just mean that if you want to own the market, you will not be able to do that unless you provide something fresh, and it will be a race to the bottom otherwise, in the long run. The same as dynamic web app scanning is today.

At Wiz's valuation, if they were to enter that space, they couldn't be 'just another player.' They'd have to own the space. And I don't think they can do that purely through marketing, as others are already much more entrenched.