The last year has seen all money poured into the private market and startups becoming unicorns faster than reaching PMF.
Once the market cools down is going to be customer support. In the end, customers deserve support for the service they are paying. Most startups are burning cash for newer markets instead of satisfying existing customers.
I feel customer delight is the easiest moat any startup can achieve. These customers will be bigger evangelists than some Bollywood star dancing for your brand.