I have some ideas but it's always a bit dangerous because it's easy to make up stuff ex-post. But I think that you nailed the first two. Red Bull offered an al

I have some ideas but it's always a bit dangerous because it's easy to make up stuff ex-post. But I think that you nailed the first two. Red Bull offered an alternative to coffee and the market was lightly validated in rural Thailand. You had Krating Daeng in 1975 but it didn't really take off until they started sponsoring fighting. (It had a bit of a status problem.) Nespresso, in addition to what you said about essentially changing the price architecture, also enhanced simplicity. A simple pod allows you to have a good cup of coffee quickly. I think that Dyson was appealing because of the same enhanced simplicity as Nespresso. You didn't need bags anymore. I also think there's some cognitive thing happening where people derived pleasure from seeing their mess by hovered up inside the machine. And like you said, status could also play a role here. They've created the perception of being an Apple of boring household appliances.