The higher the noise level, the greater the premium received by the company that can rise above the din. This phenomenon plays on a natural human tendency.
People can only absorb a certain amount of chatter, buzz, hype and other noise.
They will quickly focus on something that repeatedly gets their attention because of its differentiating characteristics. In markets for content or software, digital technology intensifies this noise-level premium, enabling instantaneous, multichannel distribution. This premium available to the market leader seems to expand based on three factors. The first is the degree of chaos or uncertainty in a market due to product proliferation and shortening product life cycles. The second is the insensitivity of the customer to a vendor's geographic proximity.