And marketing folks would be involved in getting the product into directories, search, magazines, etc. What is it that you think marketing people do? They don't write ad copy all day.

Right??? Why did Uber ever advertise! Everyone who needed a cab but was tired of cab companies could’ve just like, searched the internet for “service to connect me with normal people who will take me places in their own car” which was also obviously a solution that existed and everyone would’ve known to search for!

Brilliant.

Or, far more likely, they'll reach out to someone in their network. To land in that network, you have to market your services. LinkedIn is somewhat useful for that, but less so nowadays.

Only a certain percentage of potential buyers activity look for a solution. Even Apple advertises.