Transcription
What tends to happen is that fame tends to confer itself in a kind of winner takes all effect. Generally the number one place is too popular, is unjustly popular, and therefore the number two, the number three, the number four. It's a rule of market.
It happens in brands. In other words, the brand leader always enjoys both an unfair advantage for two reasons. When I say unfair, what's unfair? And the reason is, let's make we get it right, which is it's a part of more people's repertoire, and the people who have it in their repertoire buy it more frequently within their repertoire.
So you get a combinatorial effect where this is why people go to Umbria rather than Tuscany, or they go to the Loire rather than the Douro, which is that the place that's most famous is probably, you know, maybe it's 5% better than the second best place. Although you might argue when it gets really, really crowded, it's now 15% worse.
Yeah. Okay.