Third-tier companies make products, second-tier companies make brands, and top-tier companies set standards. Though this statement might be slightly biased, it is not without reason. To put it plainly, setting standards is having a say: I declare a product is qualified, and it is, even with minor flaws. I declare a product is second-rate, and it then is, even though it largely matches the quality of first-rate products. Monopolizing the power to set standards is like monopolizing the industry.
For example, though it may not be the most appropriate, it's a relatable one: everyone knows that science fiction films and their directors might get nominated but will never win an Oscar, no matter how well-constructed, beautiful, or meaningful they are because the standard set by the Academy of Motion Picture Arts and Sciences is that the work eligible for Best Picture and Best Director must relate closely to reality.
