Inertia Marketing.

How do you buy things? Do you try new options in the myriad categories you consume or do you just buy what you usually buy? I'd contend that even the most ardent early adopter is pretty lazy and disinteretsed in the majority of their purchases.

That's why it's cheaper to retain a customer than to acquire a new one. That's why a lot of advertising serves as post-purchase reassurance (and will not be going away anytime soon). And that's why you have to do something remarkable to get people to change their habits.

Inertia is your true competition.