Imagine a popular company does something that superficially looks like what you're doing.

On a fundamental level it's different and more limited.

But the optics are faster and easier to absorb by a busy observer than the fundamentals.

So now most of your customers will see the superficially similar competitor first.

To convince them to use your thing, you have to convince them why the superficial similarities are not important but the fundamental differences are.

A much steeper gradient of adoption!