I first learned when reading about Steve Jobs, how the Japanese never use "quality" in their advertising. Yet people still view(ed, at least) Japanese manufactured goods as superior quality. It turns out people don't judge quality based on what you tell them but based on their experience.

All this to say: I wouldn't stress about it too much. In the consumer space the best usually does win, and people will simply vote with their feet.

> In the consumer space the best usually does win

It was like this with capitalism. But we live in an era of Technofeudalism, where it's not the case anymore.