This is, to a very large extent, the healthcare business model:
Why do so many websites have the same shiny thing that users don’t want?
Company D saw something shiny on Company C’s website, so they launched the same thing.
Company C had the shiny thing because they had seen it on Company B’s website, and so they copied it.
Company B had the shiny thing because they had seen it on Company A’s site.
Company A did it because someone thought the shiny thing sounded cool.
