Disruptive innovations are only disruptive for as long as it takes competition to develop and thus create a market. Worse, for the disruptor, the niche it created can spawn other niches. Social networking provides a vivid example. First, there were networking sites that could help you find a job or a sales lead. Then there were social sites whose purpose was simply, well, networking. Sites like Facebook and Twitter had no trouble achieving explosive growth, in large part because they were free. Lately, though, the user/consumer has come to realize that free ain’t exactly free.