Not every company is like Intercom where they have enough funding to spend on 'outsourcing undifferentiated heavy lifting'. The only competitive advantage they

Not every company is like Intercom where they have enough funding to spend on 'outsourcing undifferentiated heavy lifting'. The only competitive advantage they have is that they are well funded and they have budget for marketing. There are other software companies out there, smaller and leaner than Intercom that are eating their lunch by offering similar or a better product at a lower cost. Those companies aren't 'outsourcing undifferentiated heavy lifting' but rather have a lean and talented team that's able to do the heavy lifting themselves without sacrificing on product development.