"In other words, Facebook and Google are examples of companies that allowed their predecessors to establish a market before swooping in with, say, improved technology and business models to take control. Employing a late-mover advantage is not unlike the technique of drafting used in auto, bike and horse racing where the pack initially allows a competitor to expend themselves by setting the pace. Then, as that competitor begins to tire, the pack closes in and leaves the early leader in the dust."

http://www.inc.com/guides/201107/9-reasons-why-it-pays-to-imitate.html