"A truly great product sells itself" is one of the most persistent myths engineers believe. I don't understand how people can still believe this when it's so o

"A truly great product sells itself" is one of the most persistent myths engineers believe. I don't understand how people can still believe this when it's so obviously false. It's a nice story, that if you make something great you'll get what you deserve. That sounds fair, but there's no reason to believe the market works this way. A "truly great product" that no one (or not enough people) know about will go out of business and disappear. Good advertising is just communication.