you can the re-create a slightly new solution which becomes your unique selling point and defensible base

Are you basically saying that in addition to features, you need to provide service because that is what makes you defensible? It is just not very clear how a slightly new solution is inherently defensible. You could make your product offer a slightly new solution by improving a feature. I'm guessing you'd argue that isn't defensible. So what concrete characteristics make it defensible? May be you are hinting at marketing/branding - once you have a brand/mindshare, people are less likely to switch to commoditized alternatives(ie. Tylenol).