Smaller guys just have smaller advertising budgets.
Look at a MuscleTech ads today; now, find a MuscleTech ad from 10-11 years ago. You'll notice a distinct difference. Initially, MuscleTech ads were only found in MuscleMag International. Now, you'd be hard pressed to find a muscle mag that DOES NOT have MuscleTech ads (maybe Jeff Everson's
Planet Muscle).
MuscleTech started with a mere THREE supplements: Hydroxycut, Acetabolan, and Creatine 6000-ES. Now, MuscleTech has dozens of products. And, that's not counting those from its spin-off sister company, Six Star.
Go back 15 years and check out MET-Rx's old-school ads, back when the product was in two forms: MET-Rx Plus and MET-Rx Base. Now, look at their ads.
Going back to 1989, I remember when one-page black-and-white flyers were being handed out for Hot Stuff at Bally and GNC. In just 2-3 years, Hot Stuff became the #1 selling supplement in the country, with other companies making their knockoff, trying to keep up.
Companies don't start out with millions for advertising. MuscleTech, MET-Rx, and BSN started off as "smaller guys". At the end of the day, the products have to work, in order for the $$$$$$ to roll in the pockets. That's the case for those companies; and, now, they're the BIG GUYS in the supplement business.