It's not UNFAIR! It's NOT!

I recently finished Chapter 3 in Lean Analytics.

In it, the authors discuss "analytical frameworks", which I take as merely, "How do we talk about relevant metrics?"

One of those frameworks is the Lean Canvas. In it, between the Unique Value Proposition and the Customer Segments, is "Unfair Advantage".

Unfair. Like patents, brand equity, and other barriers to entry for competition.

But "unfair"?

I don't buy it. Those are competitive advantages, to be sure, but none of them are "unfair".

It's like they don't believe in a competitive marketplace or something.