To add some context to this, I met a woman a few years back who worked in marketing for Kingsford Charcoal. Kingsford had something like 94% USA marketshare at

To add some context to this, I met a woman a few years back who worked in marketing for Kingsford Charcoal. Kingsford had something like 94% USA marketshare at the time, but they still spent millions on marketing. They already dominated their space, and I could totally see Kingsford blowing six or seven figures USD on Twitter advertising, just in case.