Innovators are breaking the rules. It was axiomatic for organizations to pursue one strategic discipline at a time (low cost, innovator, or customer centric). With new information technologies innovators are capable of all three at low costs.
The fact remains disruptive innovators, in some cases, have the advantage in cost structure relative to a larger competitors. Innovators can rapidly secure market share with superior quality, and tech savvy.
At any rate, this phenomenon is interesting in the context of competition and strategy development for Fortune 1000 corporations against rising challengers in startups companies using disruptive technology.