Does the complexity of replication determine the worth of the product?

what defines the worth of the product the complexity of the replication of the product or the problem it solves? the complexity of replication is also considered an unfair advantage of the startup so, can be considered usp? if the complexity of replication is not a USP for a startup's product, what are other points they consider to take leverage of - eg: customer care in a startup can be considered as usp, what are other unfair advantages for a startup.