It absolutely matters. Blockbuster in it's later years was not only entrenched, but also a bad experience. People were tired of being price gouged with late fees. Netflix was a better experience, even if you got your DVD a couple days later.

> companies don't want to share data with or help out their competition.

We share data with our competition all the time. It may help them, but it also helps us as well. You must decide if the business value it brings you is greater than the perceived data it brings them. Obviously you don't want to share market secrets, but sharing some logistical data doesn't seem too harmful. You aren't sharing the "secret sauce"

Sometimes competitors make the best friends.