When a product becomes commodity, customers dont need choice. They just look at the price comparison. For example, if Stategy becomes a commodity (as I see the risk now in current times), no customer would want to pay premium to a straight forward stategy. They would just look around, find any MC company that can deliver strategy and get the cheapest one. So, you are a product vendor, you constantly need to watch if your product is being commoditized. And keep innovating on your product to stay afloat if you want to be unique.
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