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Vessel is not pitching itself as a direct rival to YouTube, however.
When the iPad was released Nintendo's boss, Satoshi Iwata, dismissed it as a direct rival.
Lewis did not name Grey-Thompson in her statement to the DCMS, only referring to her as "a direct rival".
Anayi does not see the Pro14 as a direct rival to the Premiership or Top 14, except when it comes to player retention and recruitment.
As such, Sony is out to position the Mini Disc as a direct rival to the tape-based Digital Compact Cassette (DCC) announced recently by Matsushita and Philips.
Speculation has been rife that the new title, which has been eight months in the planning, would launch as a direct rival to the paid-for women's glossies Grazia and Marie Claire.
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And Beasant cannot see his old club profiting at a direct rivals' expense.
Welbeck, with 29 goals from 142 United games, was sold to Arsenal for £16m on transfer deadline day, with Paul Scholes and Gary Neville – who labelled the move "a strange one" as it strengthened a direct rival – among those objecting to the move, but Van Gaal said the same applied to the 23-year-old as it did Javier Hernández, now on loan at Real Madrid.
Jay Z has described Tidal as a bid to "strike an honest blow" and shape the future of the music industry, rather than present a direct rival to Spotify.
What is more, unless Google launches a direct rival, it can't attack it effectively.
On its face, Instagram seems to be a direct rival to Vine.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com