[kevin_nisbet]

As I recall, refrigeration also went through multiple disruption cycles, or at least how someone got ice. As I recall but could be mistaken, almost no company survived from one cycle to the next.

The first cycle was ice huts, basically insulated bunkers where you could get ice through the summer that was collected in winter. This industry got totally replaced by the first of commercial refrigeration, that could generate and store ice from water. Which got disrupted and replaced against, with home refrigeration, someone can make ice at home, or get ice from a bigger version at a store.

The point I was trying to make, perhaps badly worded, was that these disruptions weren't obvious ideas by those in the industry. Otherwise they would have embraced the change technology allowed and rode into the new markets.

We're looking in hindsight, and going it's obvious it's a good idea, because we all have a fridge and can make ice at home. But at the time, those who owned the entire industry, couldn't see it.