I think behavioural variation is one of the healthiest forces in an economy. Incumbent businesses naturally benefit from habit, familiarity, and social proof, which gives them a built-in advantage. New and entrepreneurial businesses almost always start at a disadvantage because they have to earn trust and attention from scratch. When consumers vary their behaviour, they help level the playing field. As this creates real competition, encourages innovation, and ultimately benefits consumers through better choices, quality, and value.