That's like saying that blizzard and oracle are competitors because they are both in the software industry. If you can't substitute the product from one company

That's like saying that blizzard and oracle are competitors because they are both in the software industry. If you can't substitute the product from one company with another, then they are not competitors. In this case, if you can't buy phone insurance (the product you would buy from T-Mobile) from Lemonade, they are not competitors.