If you read Steve Blank's book, 4 Steps to the Epiphany, or come across any other "customer development" style methodology, you'll recognize this as the unique

If you read Steve Blank's book, 4 Steps to the Epiphany, or come across any other "customer development" style methodology, you'll recognize this as the unique characteristics of a market you are creating (or in this case, re-segmenting). The primary competition for an immature or re-segmented market is inaction, not actual competitors.