It's not always that cut and dry. If X is already well known, it actually has the opposite effect -- it capitalizes off of X's brand and familiarity and drives

It's not always that cut and dry. If X is already well known, it actually has the opposite effect -- it capitalizes off of X's brand and familiarity and drives people to the new product. It's a common technique (that is frequently misused) in marketing and advertising. I don't know if X=Zapier here is that effective, but I recognized it right away, and clicked the link to learn more.