people didnt think touchscreens were the way forward, now everyone makes them (Apple popularised, now is biggest). Same with amazon and ecommerce. Same with Tesla and EVs (happening in realtime). Netflix and streaming. They are disruptors, competitors coming in (esp from big corporates) is beneficial because it demonstrates their validity in their approach. They will be faster and already have a good brand in the space, so when the clumsy solutions comes in all those big brands are doing is transfering their old customer base into this new segment. Nestle telling everyone to drink A2 milk instead of A1 will just hurt their A1 business and now people will look at what A2 options there are.
Even if A2 keeps their market share percentage, that'll be a bottom line growth because these new entrants are growing the pie.
people didnt think touchscreens were the way forward, now...
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