Inventing something is a value-added game. If I make us a knife that lets us cut a cactus in the desert for water, and we both survive the day because of that knife, I've added value.
If another guy makes the same knife, and now we have to compete for your attention, distort deal terms and product features to "seem" better than the other knife, etc, then this is not adding value. This is destroying time and money.
Sales is a zero sum game. One company wins, the other company loses. That's ok, but the winner should succeed thanks to price + features (e.g. who makes the better knife), not who "promises" you their knife is "better".
In an ideal world, we all just have a spreadsheet of all the knives available out there, their price, what they're actually built to do, and you just hit buy.