I'd guess it depends on the type of business. If it's some genuinely deep technical space, the model would give an edge but even then I think luck would be a significant factor. In a monte carlo of such scenarios, the business with the stronger model might win 6 out of 10 times, but it's no sure thing between the two of us. If we were comparing two businesses building Yet Another Generic CRUD, I would guess it's closer... perhaps even a net-negative to spend money on Fable versus marketing.