It's hard to really do too much but I also think familiarity also helps businesses as well. For example, some businesses might not want to change their suppliers because they don't know if they will be just as good in quality. So I think it tends to go both ways.
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Familiarity does go a long way, I guess it's advantages can become it's bane as well, although we know that with trust, comes familiarity which can be beneficial in the long run.
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