It's a marketing term used by many companies; disruptive technology....
A disruptive innovation is an innovation that helps create a new market and value network, and eventually disrupts an existing market and value network (over a few years or decades), displacing an earlier technology....
Why the other big companies haven't figure it out;IDK????. Maybe because, we do have Dr. Alan Sloan on our team, leading the way, and he does know a little about the subject, right????.