For me, the Blockbuster versus Netflix example seems to rewrite history. Blockbuster was focused on improving the video rental experience. Two night rentals and a liberal interpretation of "a day" were improvements over the local store. And compared to Netflix's subscription model and long lead time in the days when credit card transactions were messier and it was DVD's in the mail arriving in several days, the Netflix experience was less attractive than driving ten minutes up the road, picking a video, and watching it an hour later.