first their is the announcing entrant; then the flurry of others– one of these will become the victor, the stakes winner, however, the biggest winner is next, what comes after this first victor.
The big winner is the one who defeats this first big victor– these are the googles, the instagrams. They never happen in the first 5 years. The winner of that first skirmish will be lucky to survive, they do so only if they were acquired and have a comfortable owner.