In any crowded market, a buyer can always find a cheaper option that works. So the race is meaning vs meaning, not product vs product. When you can make ownership feel like a deliberate choice made by a certain kind of person, you stop selling utility and start selling certainty.
Trust beats raw reach.
A tiny, trusted circle can out-convert a massive but indifferent crowd.
Trust changes willingness to act while attention alone attracts spectators, not buyers.