If you're a new entrant in a field, you don't usually have a choice. I think of some non-disruptive spaces, such as job shops that make web sites for other b

If you're a new entrant in a field, you don't usually have a choice. I think of some non-disruptive spaces, such as job shops that make web sites for other businesses, that are boring businesses... boring businesses because they never get big, and because a number of factors work towards their inevitable senescence. There's a low barrier to entry, margins are low, and there's no possibility of making a killing. Now, it would be wonderful to have an incumbent business that dominates a space and commands ludicrously high margins: like, say, Salesforce.com. The trouble is that you've got to ~have~ that business. Unless you've got some way to claw your way up, that's about as practical as chosing to have rich parents. Salesforce.com got that business by being disruptive, by being disruptive to traditional CRM software. At $250 /month*set, Salesforce.com is 'affordable' as a CRM product, since that's a fraction of what you pay the salesperson. As a cloud computing platform, however, Salesforce.com is absurdly expensive and highly limited. If Facebook couldn't provision similar (but less reliable) services for 1/1000 the price, there wouldn't be any Facebook. Pretty obviously there's a market for a platform that's maybe a factor of 10 or so cheaper than Salesforce.com that's still pretty reliable. Somebody who wants to get into the cloud space isn't going to get the high margins Salesforce.com gets... They've got no choice but to be disruptive.