The same happens in all categories. Show me a laundry detergent or household cleanser that doesn't promise to do the cleansing job better and faster. Show me a shampoo and conditioner that doesn't promise model-perfect hair. Show me an allergy technology that doesn't promise to relieve symptoms better and faster. Show me an orange juice that doesn't promise to taste most like the orange.
Yes. Commoditizations besets every new product launch like the plague. Hastening copy cats and capping each new technology's rapid growth phase because they do not insultate their businesses by discovering and communicating the proprietary Special User Effect no other rival can own.
Tell me about other categories in which "thinking outside of the box" beats or sucumbs to commoditiztion - but be careful before you dispute me - you can't be in "a category" unless you are converging on the same position as your rivals. So here's how you'll get a leg up on first place, or get there if you didn't launch first.