It al reminded me a lot of programming in general. For example, unconscious assumptions:
Once saw a dog that only wanted to perform the tricks in the training ground but not for example at the owners home: the dog had assumed that the combination of (command for the trick && location+training ground) was the trigger. That was fun to see. Other examples included dog trainers that could only successfully give the command while wearing the red coat he was wearing while training the dog, etc.
It depends what kind of innovation. Disruption often involves business or marketing innovation combined with technical non-innovation. Shrinking a market by 10x can be a good way to ensure that there won't be enough profit left to invest in R&D.