It is both amazingly-complex and the easiest thing in the world, regardless of niche. Brainstorming the ways with which you can stand out can takes years. It really is something special when it happens though, and in hindsight it will appear as though it's the easiest thing ever. Think of every great idea any YouTuber ever came up with and look at how many times these ideas got copied by the masses. They all seem easy enough once they are figured out... it was the process of finding them in the first place that was difficult.