Great post. Disruption can come in small waves as well as big ones, taking out a sub or add-on service if you like.

I’m an Eye-fi user (Eyefi the makers of cloud-connected mobile SD cards for photographers) which was recently acquired by Ricoh and rebranded as Keenai (amongst other features connects and syncs your camera and phone images in the cloud). This kind of side stepping into a digital capability is very interesting for businesses, effectively putting a finger in a potential leaky hole in the dam of potential disruption via add-on services. I’m always surprised that Nikon and Canon haven’t done similar with add-on services.