Examples
- A Hundred Monkeys
  - The brilliant thing they do is have a huge list of competitors, the majority of which seem mediocre. So whatever actual competitor is in there gets buried amidst mediocrity.
- Saddleback Leather
  - I looked at the websites of the competitors they list and it seems all of those competitors were going after a slightly different market. Saddleback Leather seems to be focused on vintage-looking stuff, while the other websites had more glamorous / modern styles.

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