"...the maker of the best air fryer now has to bid on ads as well, if only to protect the sales they were entitled to in the first place."
No company is "entitled" to any sales.
No company is "entitled" to any sales.
1. qualified for by right according to law
2. having a right to certain benefits or privileges
3. having a right or legitimate claim to something
No company is qualified for sales according to law, or has a right to sales, or has a legitimate claim on sales. Sales must be earned by besting the competition.
No company is "entitled" to any sales.