Two words.
That's all it takes to turn a decade of R&D into a line item.

"Or similar."

I've watched it happen more times than I can count.

Architect specs the premium product.
The spec book adds two words.
The GC finds something cheaper.
The owner saves a few points.
Nobody remembers your name.

You can't argue your way out of "or similar" with a better data sheet.
The person making the swap isn't reading your data sheet.

You get out of it when the architect, the builder and the homeowner would all be embarrassed to swap you.

When your name is part of the story they tell about the project.

Nobody says "or similar" about the thing they bragged about at the backyard barbecue.