Many experts in each industry are often baffled by consumer choices to buy inferior products and services, but it's usually the superior marketing campaign that wins the consumer.
When the international business climate is evolving more rapidly than the comprehension of the average business owner, disruptive innovations can potentially overshadow society's most needed innovations. What if there were new financial structured products available from small companies that could solve the current debt crisis, but large bank products overshadowed the solutions due to their extensive marketing campaigns? Ignorance is the most impacting variable when inferior innovations are more highly demanded than truly innovative products and services. Only education decreases ignorance, as long as it's not disruptive education.
http://hbr.org/1995/01/disruptive-technologies-catching-the-wave/ar/1
