Identify the INCORRECT Statement Pertaining to Pressure from Substitutes

Identify the INCORRECT statement pertaining to pressure from substitutes.

A) Categories for products having a large number of substitutes are less attractive
B) Almost all categories suffer from the availability of substitutes
C) Some of the highest rates of return are earned in categories with a small range of substitutes
D) Availability of substitutes is always a determinant of an unattractive product category
E) Categories that uniquely fill customer needs are more attractive than those with lots of substitutes