Competition

When you’re advertising or talking about a company, naming competitors is as much about choosing as it is about observing. If you want to make your product sound valuable, you compare it to a competitor with an expensive product, not a free one.

The reality is that most people don’t have the time or need to understand the differences between different companies and products. If the first thing they try works, then great - even if it isn’t the perfect, most efficient way to do it. This is, after all, what advertising is: a way of telling people that some product is the thing that they need.