Great post. And of course, it's cyclical. Those of us old enough to really remember Blockbuster when it started know that it was using a blue ocean strategy itself. Video stores previously were tiny niche stores that were pricey, and you certainly couldn't rent from the store across town when you visited your friends with the same card. BB revolutionized and standardized the concept (and put a ton of smaller stores out of business). And then they hit monopoly status and got complacent.