can't or won't

"With the growing competition in the Pilates field, the best solution is to offer quality, above all else,” Bender says. “It’s more important than ever to do what competitors can’t or won’t, such as full postural assessments or body type analysis.”

Or, for example, understanding pilates as an idea. Someday that will all be the craze, to spout the idea of pilates just as michael miller presented it. After that, pilates as an idea, will be the presumed framework upon which to build any distinction. (actually, it already is)