I first heard the term "first mover advantage" in the movie Startup.com. There's a lot to it. For example, the pre-kickstarter phenom Karyn Bosnak who successfully launched SaveKaryn.com to wipe out her debts. Who knows how many people have tried to do the same thing, but got nowhere. It's not that those other people may have been any less deserving than Karyn, but the novelty just isn't there. It ended with her.