Because the internet offered a better way and easier way to build and spread ideas and knowledge, passionate persons and professionals populated the www with facts, studies, courses... All sort of content on every imaginable field. For example, a smart polo permission marketer can get all information she needs about the polo market like this
To say that businesses used to exploit misinformation but with the digital era, it is almost impossible to know something that's will differentiate you from others even the coca-cola recipe isn't a secret anymore. Knowing more or knowing something no one know will not make your business successful. What will make it successful is to tell this story that your target audience wants to hear. For this to happen you should know your audience and the stories they tell themselves. Once done you just reaped the best story with the words that support the sales of your product or services. Maybe you are just selling a brand that is like Nike more than a name but a whole story that resonates with those who love Nike.