Why user experience is a competitive advantage difficult to duplicate?

I was once invited at Gitex in Dubai by Datamatix for a speech about user online experience. Only a few cats showed up at my prez, the subject was a kind of David vs Goliath since Oracle and all the big Tech/IT guys were "draining" away all the attention! Fourteen years later there is no digital event that wouldn't offer you a view on the importance of the customer experience, and some tools to go with it!. UX is a key component of success online for a brand and a major competitive advantage a firm could get if done properly and continually.