That sentence is to get the entrepreneur thinking about a company they don't much like, but the company is successful at getting funding. Every entrepreneur should have their own company to fill that blank.

At the end I tell the reader about Snapchat being my disliked company. And although it's based on no real computer science, investors are funding Snapchat because they are competition to where they want to be.

Now lets take a step back. If a company is in a market of it's own, the value of the market is the value of the only company in it. 100% of $0 profited is a $0 valuation. But lets make facebook our competition. 100mil SC users versus ~1 billion facebook users is ~10%. Now take 10% of facebook's value. That's the only way to give value to a 3 year old company that doesn't make money.