I had not thought about the "Unless everybody is suffering from a group delusion, the existence of plenty of competitors just means that there is a ready and willing pool of customers".

Unique is what I am aiming for, for example I offer a quick free personalised strategy which suggests free products to help the "newbies" find what works for them, before they invest in the more powerful tools needed. Hopefully I will be able to continue this, a sign of success will be when I struggle to keep up with the free service. Not to worry, I'll bring someone else on board.

Thanks again.