The whole point of innovation is to improve a solution. Sometimes new innovation creates a whole new ecosystem and sometimes new innovation renders the incumbent obsolete. Take for example television and the Internet. Video on demand exists on our set top boxes and also on the Internet. However video on the Internet can be tagged and searched and this is not possible through a set top box. Cable television can either add this feature right now and save its customer base or loose it forever with the commercialization of IPTV. This is the same challenge faced by retailers, at the present time they look at the Internet as merely being another channel for sales but with mutually exclusive innovation there could be a tipping point which might change the brick and mortar retail game forever.