The market isn't saturated yet. Tons of businesses aren't using these types of products yet. When you have a new product category everyone can grow, because the

The market isn't saturated yet. Tons of businesses aren't using these types of products yet. When you have a new product category everyone can grow, because there's new customers for everyone. Once it's saturated, then you tend to see more shifting, where one business actually loses out as another one gains, because people switch from one to the other.