When you stand up for something different compared to the others what you are actually doing is creating a choice.
Create enough choices and it is clear that paths begin to diverge. And that’s interesting because if a company chooses to stand up for the customer, not themselves. At first, not much appears to change. But do it enough times and the gap between what they were and what they have become is unrecognisable.
If you want to be like the rest, compromise.