[crdoconnor]

That depends upon the idea. If the innovation doesn't cannibalize their existing business, doesn't require some sort of paradigm shift that people are uncomfortable with and it offers benefits that are simple enough to understand then it will probably get copied instantly.

I believe his idea may fit this mold.

If an idea doesn't fit into this mold, then yeah, maybe he will have to shove it down people's throats. That still doesn't mean that he won't be beaten up by the industry behemoths' size and market distribution once they cotton on.

None of this means that patents will protect him, of course. Plus, he may get bludgeoned by the behemoths' patent portfolios as well as their market dominance.