Most of the argument you've built will never be read. It's aimed at people who never put you on the list.
Marketing.
The Consideration Set
Think about the last five buyers in your category who chose someone else: could you name the three or four options that were genuinely on their list the day they sat down to decide? Most sellers can name exactly one — themselves. The other names on that list are where the decision was actually made.
John Howard, a professor at Columbia Business School, and his collaborator Jagdish Sheth built the first serious model of how a buyer really decides, in The Theory of Buyer Behavior (1969). One piece of it has outlived the rest: what they called the evoked set — the small handful of brands a buyer retrieves and genuinely weighs, out of everything on offer. Choice happens in sequence, not in a single pass. A set gets assembled first, mostly from memory, in seconds, and only then does any comparing begin — and while a few names do get added once that comparing starts, the ones arriving late arrive from sources you don't own. Two decades later Prakash Nedungadi, at the University of Toronto, ran the experiment that shows how much rides on that first stage: writing in the Journal of Consumer Research in 1990, he demonstrated that making a brand easier to bring to mind raised how often people chose it, without changing what they thought of it at all. Same opinions, different winner. Almost all commercial effort — the case studies, the feature grid, the demo, the proposal, the pricing page — is built for the comparing, and it only ever fires for names that already cleared retrieval.
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