A physician’s decision of “hip surgery vs ibuprofen” is a relatively straightforward decision, especially when one can try the ibuprofen then go with hip surgery later. One compares something to another thing. Add a secondary choice like in “hip surgery vs (ibuprofen vs peroxicam)” and people flip into going with hip surgery instead.

When I watched this, I realized proprietary product sales frame the choice something like “proprietary sourced product vs (open source vs open source with hiring programmers)”. In which case it does seem the obvious choice is themselves. Well played!