What you said is true for some services, but TFA is talking about something applicable to all services: consider all the limited "resources" being asked from cu

What you said is true for some services, but TFA is talking about something applicable to all services: consider all the limited "resources" being asked from customers. Money, attention, a monthly trip to the movies, a meal, etc. Facebook competes for your time and attention. The ringtone company was competing for a share of a kid's allowance. A local outdoor skating rink competes with building snowmen, even though the latter isn't a company-provided service. Nearly all products and services compete for a user's time, even if it's only the time spent deciding to buy it. Facebook wants more of our time, but that's because it's an advertising platform. Most services try to cut down user time.