A farmer may not have to advertise his wheat to consumers, but he still needs the stores to know about him if he's going to sell anything. I'm not a farmer, but

A farmer may not have to advertise his wheat to consumers, but he still needs the stores to know about him if he's going to sell anything. I'm not a farmer, but I would imagine this would mean advertising or doing direct sales with stores. Also there is such a thing as commodity advertising. :) Nobody really wants their product to be a commodity though, as that means low margins. Fortunately, software products tend to be complex enough that even if there are generic product categories (e.g. "email service provider"), there are still ways to stand out. Even the "pub/sub service" market has quite some variety.