And yet, often times your competitor is in the in-group when thinking about what your 'industry is' and how your actions and your competitors' actions raise or

And yet, often times your competitor is in the in-group when thinking about what your 'industry is' and how your actions and your competitors' actions raise or lower the profile of the industry. When I play sports, I compete to win. I also don't try to break their ankles. In business, I can see that if a business attacks your business in a breaking way, maybe you need to retaliate in same. But as a default? I challenge the concept that everyone who horns into a market is a rule breaker. They are a norm breaker, and that could be conflated with rules, but I don't think that's quite the same.