Everyone thinks (or at least when pitching will claim) they have a unique understanding that lead them to a product that fits the market they are targeting better than anyone else. As an investor the problem is trying to figure out who actually does have a potentially successful product and who doesn't. That happens to be incredibly difficult, so when looking at a business that doesn't have assets that are worth something even if the business fails, generally an investor is going to want a high potential payoff.