Regarding use of word disruptive: one of the authors of the article is Clayton Christensen who coined the term "disruptive technology" in 1995. So he uses the t

Regarding use of word disruptive: one of the authors of the article is Clayton Christensen who coined the term "disruptive technology" in 1995. So he uses the term in that sense. According to his theory, there are two types of innovation: disruptive and sustaining. Disruptive innovation creates new markets by applying a different set of values. Sustaining innovation merely improves a product in relation to competion in its current market. So I believe the authors do know what the word disruptive mean and are very deliberate in using it instead of innovation. http://en.wikipedia.org/wiki/Disruptive_technology http://en.wikipedia.org/wiki/Disruptive_technology EDIT: Clarified my point in the wake of downvotes.