Someone at SGI wrote a paper/web page/blog post titled "Pecked To Death By Ducks", claiming that x86 chips could never compete with SGI, and claiming to refute all the arguments that they could.

Then Intel introduced dual core (or maybe just two chips in one housing sharing a bus), and that generated a lot of buzz. So he wrote a follow-up titled "Pecked To Death By Ducks With Two Bills".

I don't recall the timing, though, how it related to the timing of asking everyone to read The Innovator's Dilemma. But at least some of the time, there was a pretty deep denial (or at least a pretty deep effort to keep the customers in denial).