Well on the software side I saw it as the difference between software as a product, versus bespoke development (although it can get fuzzy with enterprise sales,

Well on the software side I saw it as the difference between software as a product, versus bespoke development (although it can get fuzzy with enterprise sales, I am sure) - but the principle is the same. Many consumers == no wasting time (and no need) bargaining, vs 1 consumer: you have no choice.