New entrants who launch demand chains that target inefficient, slower moving sectors of the economy, seeking to upset the established order. The “Tech Bubble” of the late 90’s was fueled by the belief that web start-ups were about to dis-intermediate the Fortune 500. A current example is Airbnb, which substitutes unused space in urban neighborhood residences for expensive hotel rooms, providing savings of up to 80%. They create demand where none existed before.