Moats : or what makes some business worth doing?

 A lot of goods and services are fun to run, but there's no moat. So for this sort of business, you're looking at one of three options 

(a) find or build a moat, or some non-moat USP ( like a flamethrower that never runs out of fuel )

(b) commit to running without a moat ( reduced valuation / growth potential ... i.e. most unambitious businesses )

(c) do something else

Note, of course, being the number one for customer service is a distinct brand value proposition ( moat ). Maybe that's the answer for most boring situations.