As technology development progresses, consumer's performance requirements are met, and then exceeded by their home tech. As performance continues to surpass consumers' requirements, consumer's WTP for improvements decreases, opening the door for lower-priced, lower-performance offers to capture these consumers. As the overlap between market segments' preferences increases, firms have greater incentives to enter rivals' markets. When preference overlaps is asymmetric, the firm whose technology casts a larger performance shadow on its rival's market, and whose tech is therfore relevant to a larger number of consumers, has grat incentive to invade, trading price for vlume. The invaded firm, confronting a smaller set of potential users, chooses to exploit existing opportunities in the uncontested portion of its market segment rather than engage in price competition with its rival.
--> Highlights the relationships among consumer preferences and consumers' WTP for performance improvements as key factors that give rise to tech disruptions.