so from a VC's pov, a company that could create a new market has more potential upside than one that could take over an existing market? ...seems a bit counter-

so from a VC's pov, a company that could create a new market has more potential upside than one that could take over an existing market? ...seems a bit counter-intuitive because for an existing big market you know exactly how big it is, so there's no "market size related risk", whereas for a new market, there's a big risk that it will turn out to be a very small niche market. Isn't the optimization being made for something like [upside]/[risk], even if it's an intuitive estimate of course, with an important component of the [risk] being market related?