There are levels to quality investing. Level 1: Profitability - e.g. $Coca-Cola(KO)$ Level 2: Strong band - e.g. Hermes Level 3: Mission-critical product + high switching costs - e.g. $Microsoft(MSFT)$ Level 4: High returns on capital - e.g. $Fair Isaac(FICO)$ $Costco(COST)$ Level 5: Strong pricing power - e.g. $Apple(AAPL)$ Level 6: High barriers to entry - e.g. $Alphabet(GOOG)$ $Alphabet(GOOGL)$ Level 7: Network effects - e.g. $Visa(V)$