For instance there was researchers on voice recognition at Yahoo! way before the voice assistants became a product, and if I could imagine one of them bring up a well working model 6 months before the competition, and have a voice assistant hit the market.
It would disrupt an entire market.
But they’re not alone of course, and I don’t know how many other researchers are on the payroll trying to breakthrough other fields. All of them have a “disrupt the entire market” expectation I think, and of course their employer is also expected to give them enough time and leeway to make progress. They probably bring small improvement on existing things, and the number of papers published every year could be another measure as a temporizing strategy. But their actual stated goal is probably very ambitious and they’d be failing at it for a very long time.