business news in context, analysis with attitude

Good piece in The Atlantic  about how so many streaming services adopted the "+" as a way of differentiating themselves.  (As in "Paramount+" or "Disney+.")  My question is whether this is more a scattershot marketing effort that reflects a lack of conviction about what a thing is, not to mention what the economics of what such a business are, and whether there are lessons about core value propositions from which retailers can learn.