>How does the customer know anything about its merits if they've never heard of it?
They buy it and try it out. How do you think most things sell? It isn't advertising! When I go to the supermarket, I know they have food and home supplies. If you sell one of those things, get it on a shelf. My supermarket literally has tiny batch products from local cottage industry. If I need hardware, I know I can get it at lowes or Home Depot. I didn't need any advertising to know that a place that says "Hardware store" on the sign will sell hardware!
>What if it's not world changing product, it's just a new normal competitor in an existing market whose product is 2% better than average? Or is exactly average, but it costs slightly less? Don't we still want these things?
This will entirely occupy all conversation of most normal people. People LOVE to talk about their shit that is slightly better than the same shit you buy. People LOVE to tell friends and family and strangers about this product they bought that is just slightly different.
>An obvious downside is that it gives an even bigger advantage to incumbents with a known brand.
Which is why Coca-Cola still advertises right? Because advertising only helps those just getting started in selling a brand new product?
They buy it and try it out. How do you think most things sell? It isn't advertising! When I go to the supermarket, I know they have food and home supplies. If you sell one of those things, get it on a shelf. My supermarket literally has tiny batch products from local cottage industry. If I need hardware, I know I can get it at lowes or Home Depot. I didn't need any advertising to know that a place that says "Hardware store" on the sign will sell hardware!
>What if it's not world changing product, it's just a new normal competitor in an existing market whose product is 2% better than average? Or is exactly average, but it costs slightly less? Don't we still want these things?
This will entirely occupy all conversation of most normal people. People LOVE to talk about their shit that is slightly better than the same shit you buy. People LOVE to tell friends and family and strangers about this product they bought that is just slightly different.
>An obvious downside is that it gives an even bigger advantage to incumbents with a known brand.
Which is why Coca-Cola still advertises right? Because advertising only helps those just getting started in selling a brand new product?