People who never tried, imagine creating a new product (not to say a "disruptive" product) is a simple A-B-C process:
* talk to potential customers
* do it!
* PROFIT
Whereas unless you are an expert yourself in the domain you're entering, it's almost hopeless.
People/businesses don't know what they want, until it's presented to them on a golden platter and all of their colleagues/competitors are already braying about it.