@Tfmonkey With capitalism and blue ocean strategy you are going into a new market space and going after people that wouldn't buy. So people don't ride bikes because of hills so now they create ebikes that can get up the hills with ease so you have a rightward shift in supply and demand. Competition is just making another regular bike going after the same customers as Trek bicycles. A road cyclist will never use an ebike so there is no overlap of customers. This is the magic of the markets.