Businesses are not built overnight. Once built, they must be sustained—especially protected against both healthy competition and unscrupulous, “by any means necessary” sellers.
To add to your worries, there are groups—political and non-political—who, for personal, ideological, or political reasons, want to put you out of business. If they have their own alternatives, they eventually will.
I believe using balancing tactics to deal with both types of marketers can do the trick. A united front can effectively counter opposing groups.
No matter what business you're in, sell your products and services—don’t sell yourself to the target market. Toilet paper roll—whether with extra softness or regular—sells because people need to wipe their ____. I think U get the point.