a 2005 study by steenkamp et al. found that competitive polarization between strong rivals increased overall consumer interest, boosting awareness and demand for the entire category. 

during the cola wars in the 80s and 90s, the harder pepsi and coca-cola advertised against each other, larger the market share for soft drinks grew.

the market didn't split, instead it grew revenue for *all* soft drink brands, not just pepsi and coke.

all that being said, i am team $brunette but i'll be accumulating $blonde as well.

the hair wars are just beginning.

Thanks for some historical context before your endorsement.