For almost all businesses these days, distribution (getting customers to know about your product and have access to it) is much harder than actually creating the product.
There are gatekeepers to getting audience - whether it is is supermarkets, search engines, big players in the ad tech industry, well established websites, and traditional media. And they all see profitability of businesses benefiting from them for distribution as money left on the table.
For almost all businesses these days, distribution (getting customers to know about your product and have access to it) is much harder than actually creating the product.
There are gatekeepers to getting audience - whether it is is supermarkets, search engines, big players in the ad tech industry, well established websites, and traditional media. And they all see profitability of businesses benefiting from them for distribution as money left on the table.