Having a GE dishwasher, I thought of the competitive aspect as this: I go out and aggressively shop for the ONE BEST dishwasher. I won't buy another dishwasher for 10 or 15 years. I go out and shop for a good book. If I like it, I may buy every book I can find by that author, plus several comparables by other authors, over the course of a year.
It's very, very different. I think the competitive analysis sounds quite useful, but IMO would be more logically termed a comparable analysis.
But that wouldn't sell as many analyses probably, so I'd have to give kudos to the sales mojo of MOD, in marketing to their customers (authors).
By the way, Market or Die seriously needs to get together with Publish or Perish.