The drive to be differentiated is a way more powerful force than people appreciate. When big oil was deciding what to use as an anti-knocking agent (tetraethyl

The drive to be differentiated is a way more powerful force than people appreciate. When big oil was deciding what to use as an anti-knocking agent (tetraethyllead or ethanol) the two biggest concerns that tipped the decision in favor of lead were: 1. Ethanol might become a competitor to oil. 2. Lead could be patented, licensed, and used to differentiate their gasoline from competitors.