The same could be said for physical shopping, though. The majority of people are not going to drive out into the countryside or the warehouse district to find y

The same could be said for physical shopping, though. The majority of people are not going to drive out into the countryside or the warehouse district to find your particular clothing store. They're going to walk to the fifth avenue shopping district or Herald Square. And, indeed, your competitors are all there, even if the user intended to go directly to your store. You can easily observe the same phenomenon in the clustering of car dealerships. I mean the fundamental observation, I feel, is that you don't have a right to be free from competition just because the user has heard your name. To believe otherwise is anti-user and anti-consumer. It is good that Basecamp's competitors can advertise to its potential users, because that increases the level of competition and information in the marketplace.