In the web world, look at eBay - an auction site is vastly more simple to create and promote than a product like the iPhone, but it hasn't looked like anyone could ever match or beat eBay for over 8 years now.
This is an invalid comparison. An auction seller cannot sell his item on two sites at once, so it's stupid for him to not choose the one with the most potential buyers. A software developer can sell his product through an unlimited number of channels.
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