You may very well be right - it seems like they're starting to make some real progress. Companies will release PRs in an attempt to move the price but I don't see that occurring here, at least it hasn't been the case in quite a while.
Now that they will be trademarked, they can spend some money on marketing. It's not really possible to keep others from developing similar applications, as there's nothing especially proprietary about what they are doing imho. But being the first to get the Talent on board is probably key, and it sounds like they've been making strides there.
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