Think about the launch of Amazon as a book seller in the 1990’s. They were competing against the strong incumbents: Barnes & Noble, B. Dalton, Borders and Brentanos. No one saw them as a true game changer as to how people would purchase books. They were more of a novelty and “could not” replace the experience of being in a store, browsing the bookshelves, physically touching and turning pages that were so much a part of the book buying experience. Amazon taught us that a new more efficient way to shop and transact was not only possible but over time became preferred.