Markets are formed from societal conditions, businesses emerge within that. Nobody "creates a market" - not even market makers. What you're observing is the discovery of a series of repeatable process that perfectly match the ability for 2 or more parties to exchange value in a safe and understood manner relatively to the period in time. The systems and processes are all relatively the same in most business regardless of industry or size, what differs is: nuanced for every segment and therefore SAMs, TAMs, TAMs of TAMs. Said simply: being the first to find the right product-channel-timing fit for demand that already existed in some form.

i guess its called the unfair advantage and there is even a book by the same name!

"Don't worry about people stealing an idea. If it's original, you will have to ram it down their throats."