There are thousands of startups, large companies and product vendors doing this type of work, what is the specific differentiation that would make someone choos

There are thousands of startups, large companies and product vendors doing this type of work, what is the specific differentiation that would make someone choose this over others? Having worked in the managed security space, and both created products that did exactly what this is professing to do and working with others, I don't see how this is very different.