Kevin Kelly of Wired magazine fame once wrote a piece called Better than Free which I think kind of distills key points against competing with anything that can be had for free on/from the internet [0], which are:
1. Immediacy (pioneer?)
2. Personalization (bespoke?)
3. Interpretation (consultancy?)
4. Authenticity (brand?)
5. Accessibility (SaaS?)
6. Embodiment (concierge/luxury?)
7. Findability (marketing?)
I'm not sure if anyone else has written abt this, but I'd like to read more.