I think a big part of this is also using technology to eliminate products that shouldn't exist. If two products exist in a category and one provides equal quality (def: fitness for use) for less money, then it provides greater value and the other product is essentially noise and shouldn't exist. Marketers, sales reps, dealers, etc. all serve to prevent product and service darwinism. Reviews and recommendations like on Amazon are going a long way to render many agents of misrepresentation ineffective. Which is the way it should be.