In advertising it can often be true in a sense though. A very illustrative example of this when regulations tightening advertising for cigarettes were introduc

In advertising it can often be true in a sense though. A very illustrative example of this when regulations tightening advertising for cigarettes were introduced, cigarette companies started reporting more profits because they all collectively stopped advertising at the same time and got to pocket the money they would have spent on it. The pool of cigarette smokers isn't/wasn't growing that much, so all the advertising was really doing was trying to take consumers away from their competitors and the net effect was 0. To be fair, then they started investing in vape companies and things might have changed. I don't think that's a good thing, although vapes are probably less harmful than cigarettes.