I'm as reflexively inclined as many technical people to be dismissive of marketing, but I dont think you're right here. You can't "just copy" marketing in the way you can't "just copy" anything else that a company is world-class in, and good marketing can indeed build market dominance (do you think coca cola is really a vastly superior technical innovation over Pepsi?)

The fact that it isn't a net good for users in most cases doesn't mean that it's trivial to do.