Never ignore the meta-features, the basic characteristics of your product. Performance, usability, robustness, security, etc. Consider how many real-world products are differentiated entirely on such features, the same is true in every domain, including software. An Audi does not typically have any stand out special gimmick at getting from point-A to point-B better than a Kia, but it differentiates itself through performance, luxury, reliability, image, etc.

Or consider an even simpler product: chef's knives. Does a higher end chef's knife have more features? Does it have a bottle opener, a pair of scissors, a little pocket for a foldable cutting board to fit in, or a tiny countdown clock to tell you when you should get your knife resharpened? No, it's just a hunk of metal attached to a handle and shaped correctly. And yet there is still such an enormous variety of designs, styles, and methods of construction as knife makers pursue perfection and try to compete against each other.