Phenomenology is ordinarily a branch of philosophy concerned with the structures of conscious experience. Here, Strategy appears to use the term interchangeably with empirical observation. Theory and empirical observation are not competing approaches. Sound market theory begins with first principles, generates testable expectations, and is refined through observed outcomes. The effect of competing products on market demand is a basic principle of market theory. The structural spread that emerged between STRC and SATA is empirical evidence consistent with that theory, even if it does not establish causation by itself.