One thing I can say 100% about marketing. It's cyclical.
It works like this actually.
Let me tell you a little story about competition.
Competition can be great it can bring you up to your highest height. But if you let competition consume you it can make you arrogant and someone no one likes to be around.
It's not what you think it is. It's not silly nerf games. Long-winded diatribes about service.