The industrial revolution took customers hostage to a world of poor, expensive and needless products.
(As companies forgot their talented employees and valuable customers, they turned into profit maximizing institutions. Customers were slowly raised not to ask questions, or even to blink, when they were forced to choose between products in categories where there really wasn’t any choice.)
Digitization disrupts because it removes barriers to entry allowing customers to buy anything from anyone – raising the customers expectations, giving them choice and value. They can solve their own problem they way they want – not have a problem and a solution served to them by a profit maximizing machine.
There is no reason to continue purchasing complicated, rotten products when there are alternatives. Any business continuing to deliver to an industrial marketing logic will have no market in 10 years time.