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Commoditize your complement.

I like that line, is it yours or does it have some further history/examples behind it?

It's been around for a while. Here it is talked about by Joel Spolsky in 2002: https://www.joelonsoftware.com/2002/06/12/strategy-letter-v/

Gwern's article about it was recently discussed here on HN: https://news.ycombinator.com/item?id=17047348