I think it's a simple way of figuring out potential products and services that are cross-selling opportunities for their existing customer base in order to incr

I think it's a simple way of figuring out potential products and services that are cross-selling opportunities for their existing customer base in order to increase their Average Pocket Share. As it turns out, everything that they push forward is something someone is already offering to their customers and hence 'Why not us' while all it takes is some new devs or existing devs to work on copying an existing service and offering a cheap refined version of it. Edit: I'm not trying to undermine the challenge or business incumbence requirements. It's just not a risky innovative proposition.