The way people usually think about disruption is there is a very good product in the market that over serves most customers and it's too expensive, right? And so what happens is technology enables a new kind of product into the market that is not suitable for the high end of the market. Usually because it's cheaper. It's low price. Then over time, that new product gets more and more functionality as its efficiency increases. But you could argue in many cases, the one coming in the bottom is actually better.

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