It's not about being the only person doing it, it's about choosing to include it. Many don't know what works and what doesn't. Being able to discern a set of features that are cohesive to a smooth experience is taste. Innovating and establishing oneself as the first person to deliver those experiences is a moat in itself.
Because reproduction is reactive. If an organisation only clones others' style then they'll always be behind the curve and will be widely recognised to be derivative and lacking their own 'taste'.
Look how long it takes Chinese brands to transition from being clones to establishing their own corporate image.
