Maybe off topic, but isn't that true for a lot of so-called tech start-ups in general? E.g. companies like Voi or bird? At least from the outside it looks a lot like the company with the biggest marketing budget and best marketing team wins. So basically the company that raises the most VC money wins. So a different kind of marketing.
One example I know that played out exactlly like that, Flixbus. The operations part comes from a company, meinfernbus.de, which was acquired by Flixbus (officially they merged) after Flixbus won the marketing battle over customers and had more VC money. The same happened in other countries, e.g. Austria. And Flixbus was totally aware of that and had a marketing strategy to match. Like buying AdWords against their competition and such things.
One example I know that played out exactlly like that, Flixbus. The operations part comes from a company, meinfernbus.de, which was acquired by Flixbus (officially they merged) after Flixbus won the marketing battle over customers and had more VC money. The same happened in other countries, e.g. Austria. And Flixbus was totally aware of that and had a marketing strategy to match. Like buying AdWords against their competition and such things.
Valid strategy, but by no means a tech business.