… from each other that is.

Anyone responsible for marketing needs to take this into account.
A benefit that makes one person reach for their wallet may make another yawn.
Of course there are majority or high percentage answers in most cases. That doesn’t mean it makes sense to concentrate always and only on the highest percentage of prospective buyers, their desires, buying patterns, etc.
Economics comes into consideration. The less expensive or easier it is to serve lower percentage cases, the more it makes sense to address them.
Modern technology has in many cases reduced the marginal cost (price for adding an address to an additional concern, button, item, etc.) to a very small amount. That, for example, makes it possible for Amazon to list many millions of items in their online store, something that will never be practical in a bricks-and-mortar store.
That is called “The Long Tail” and is an important concept in most modern marketing.