Just dividing up the market between two (or a few more) pretty much identical products/offerings is how many mature products end up. It happens because because

Just dividing up the market between two (or a few more) pretty much identical products/offerings is how many mature products end up. It happens because because for, say, two competitors in a market, the marginal return on investment for trying to capture more market drops off, and if they all try to be the only provider... there's a chance the other one will win that game so it's easiest and less risky to just divide up the market. https://en.wikipedia.org/wiki/Hotelling%27s_law https://en.wikipedia.org/wiki/Hotelling%27s_law https://en.wikipedia.org/wiki/Nash_equilibrium https://en.wikipedia.org/wiki/Nash_equilibrium It happens a lot... CVS / Walgreens Home Depot / Loews ...