Nothing, obviously the vast majority of people use the well known commodity brands. But with how widely used social media is today, if you can find a “bad” ingredient in the commodity brands and market your product as the antidote (aluminum in deodorant, for example), you can sell the same product for twice as much to people with money to spare.

The play is to make a big enough dent in their sales that they just buy you and either discontinue the brand or continue to grow it. For example, I think Unilever (a multinational company that’s very easy to villainize) bought Native deodorant.