For all of the "saturated market" talk, I always think of the following examples:

- Restaurant Row in NYC is full of packed restaurants b/c people like variety and the demand is high enough to have multiple market participants

- Clorox is a chemical with a fancy bottle and a lot of marketing. They make $150 million+ profit a QUARTER on this [0]

- As someone once said: if it's visible and people see it as part of their identity, there are many brands e.g. clothes, cars etc. If it's not visible, there are fewer brands e.g. underwear

- The ability to personalize applications has been around for over 20 years but people still want predictable user interfaces so they can share with friends, spouses etc

0 - https://www.wsj.com/business/earnings/clorox-posts-lower-pro...