It may or may not be the "secret". The fact is that it's a well known business model (so not a secret at all), it's actually so well known that it IS the exampl

It may or may not be the "secret". The fact is that it's a well known business model (so not a secret at all), it's actually so well known that it IS the example used when describing that business model. Whether or not it's the ONLY reason they are succeeding it a pointless argument to make. Businesses are complicated enough that single reasons for success/failure are useless. But they are a successful business that was able to attain success with that model. So it's possible isn't it? TLDR: A badly run business may not succeed with that model. But a good one can. Gilette is an often used example.