More than that: Their competitor provided a direct comparison for their product. Selling a unique product is difficult, the customer really has nothing to compa

More than that: Their competitor provided a direct comparison for their product. Selling a unique product is difficult, the customer really has nothing to compare with. That comparison process, as behavioral economics teaches us, is vital to decision making. The entrance of a lesser competitor undoubtedly benefited them greatly. Leaving that hard copy of his presentation may have been the best thing he could have possibly done for that business.