I know it's slightly different, but when Serj (I think his name is) and the other guy started Google people thought they were mad for going up against the big search engine of the time, and look where they are now. Same with people like Mark Zuckerburg (haha typo I think) when he started Facebook.
If you can offer a better service, for just as good or better value for money (or free!) then people will eventually notice. But it does need to have a majorly unique selling point in a market like this.






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Google had a unique view on search than the other sites that existed at the time. They completely changed the way web search was conducted.

