**Demand competition** and the consumer desire for anything which is useful or makes a difference or creates an advantage is the driver for ubiquity i.e. anything useful spreads. **Supply competition** and the desire of providers to supply an activity to consumers is the driver for feature completeness and improvement of an activity. [[book - Wardley Maps]]For example, an average car today includes as standard numerous things that were once novel feature differentiations such as electric windows, air bags, an alarm systems, a stereo, seat belts, roll bars and windscreen wipers. It’s the desire to differentiate and to make things better combined with competition and copying that drives things to become more uniform, more complete and more certain.