I'm not saying you should be blind to what is happening in your market, but I'm a strong believer that you should focus on making your product the best for your users that you can, and try to ignore a lot of the noise out there. Do what you do and do it really well.<p>FWIW: I think this applies more for smaller startups, and less for giant brands who are wielding and fighting against 100 million dollar marketing budgets.