Infrastructure plays and technology adoption are based on relative rather than absolute needs. When considering new infrastructure like electricity grids or transportation services, starting with nonconsumption in mind can lead to more efficient and effective solutions. By targeting areas with no existing infrastructure or services, such as remote regions or populations without cars, companies can provide significantly better solutions than what is currently available, driving rapid adoption and disruption. This strategy of going after nonconsumption allows for providing solutions that are much more appealing compared to the existing alternatives, which is why many disruptive innovations find success at the low end of the market.