The euphemism "Big Boys" here is referring to Big Companies. Every tech startup is competing with an Industry Giant. These brands are the elephants in the room when you are trying to make a sale to a potential client. Even if the competitor brand name is not mentioned, your customer is struggling to justify why they should give their business to a risky startup. A must listen for all tech startups who are losing a sale because they are not dealing with this reality. Here I put my management consulting hat and crack this case for you.