Plants that share pollinators have to compete to attract them. This competition among plants introduces another place for selection to operate. Plants that rely on the same pollinators, for example, will be selected to flower at different times.
By flowering in a narrow window of time, a plant increases the chance that its pollen will go to an individual of the same species. Similarly, a species of plant that flowers at a time when other species don't has better access to pollinators and, as a result, is more likely to leave descendents.
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