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Instead, a smaller company would be far more profitable to make vague unsubstantiated claims or reference vague and inconclusive "studies" and then rely on its marketing and distribution channels to generate profits (which is how 99.9% of any sports/fitness companies make their money.) As soon at it is established that the device is universally a good thing, then sales and marketing become irrelevant and manufacturing and economics of scale dominate -- which would favor large established companies.
Ummm, tell that to the marketing departments at Coca Cola, Nike and MacDonalds.
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So, there is a scientific study that shows that Coca-Cola and McDonalds are universally good?
Either you didn't listen, or you are just trying to be argumentative. I said, if a study establishes that a product is universally useful, then marketing becomes irrelevant. Now, I am not going to cite a bunch of scientific studies here, but Coca-Cola and McDonalds are generally "not good" for you. Hence their massive marketing campaigns. If you take a product that is good for you (let's say water). You don't see a bunch of people trying to sell plain old water, nor publishing studies about how it is useful for cycling, triathlons, etc. Instead, you see a bunch of sham statements made about "smart water" or some other type of additive to water that supposedly makes it "better" -- all without any scientific basis. The reason is that there is absolutely no way to make money selling plain old water -- no matter how much you preach to people that it really is good for them (Well, maybe during like a earthquake or something you could, but then no need to advertise its benefits.)