Exactly. The real secret is distribution. Software makes building new products easier. But scaling them to the full market is as hard as its ever been and compe

Exactly. The real secret is distribution. Software makes building new products easier. But scaling them to the full market is as hard as its ever been and competition and noise gets worse as it becomes easier for new entrants. So firms with a durable mechanism to scale, or platform to push new products can maintain or grow in market provided they leverage their distribution to build or buy enough products to keep their distribution engine running.