Disruptive Technology vs Sustaining Technology

When a new tech comes into a market, people don't always understand what its use is like and the market may not exist for it. An existing company tends to focus building out sustaining technology because that's their current customer base. When you have a disruptive tack come along, the market is so small for it, or non existent, or you don't even know what it is. There's no a current company wants to try at that, simply because there's no way it's going to meet their current customer  because it takes a lot more revenue to help them grow.