Of course I know the defintion of it. Even clicked the Search button and checked every thread hit for competitors. Thinking in terms of the three competitor websites for submitting here.

If someone had a better knife, that’s a no brainer. In that case you find the knives competing on the same benefits, e.g. price, durability, edge retention…

I’m wondering what you do if it’s an Eggie?

Or a unique novelty item?

Or a combination of features from existing products not combined in an existing product?