I think people get carried away by complexity sometimes and forget that building a business can just mean solving a problem better than anyone else and telling people about it.
Or just being closer. Mc Donalds isn't really better than very many places but it's consistent and it's likely nearby.
Complexity is the enemy, I eschew it, when I find something really smart and complicated in my codebase (even stuff that I wrote), I rip it out and replace it with something simple.
The M-16 is a completely superior weapon system in almost every regard to an AK-47, except one, you can throw an AK-47 in the mud pick it up and shoot it. It passes the good enough bar and it works.
Complex systems are brittle, it's sort of the Buffet theory, find a business so simple even an idiot could run it.
I think people get carried away by complexity sometimes and forget that building a business can just mean solving a problem better than anyone else and telling people about it.