> They allow new businesses to break into markets owned by old dominant suppliers. Tesla broke into the automotive market - one of the most resistant markets t

> They allow new businesses to break into markets owned by old dominant suppliers. Tesla broke into the automotive market - one of the most resistant markets to new entries - without doing any advertising. (Tesla does do marketing but it doesn't do advertising). Genuinely new and innovative products and services generate their own buzz. They don't need to advertise. Meanwhile the old dominant suppliers often run advertising campaigns that pretend that their new product offering is revolutionary or innovative when it's nearly always just a gimmick or some old product that's been 'futured' up.