It's difficult to overrule a designer with marketing data that doesn't exist. But over the years the industry has built up an impressive set of marketing truisms that have shifted the balance of power into the hands of the marketing folk. Marketing people aren't bad or stupid or crass, and designers don't hold the keys to goodness and light. At its heart, the creator- driven approach concentrates on the future, on what might be. The marketer's whole point and purpose is to identify the locus of success and stick close to it.
Stability is the byword of the market-driven approach.
The creators supply drive and the marketers provide sustenance. The proportion determines the liveliness or morbidity of the industry. This field is utterly creator-driven. There is nothing inherently disreputable or dishonorable about the laundry detergent industry, nor is genetic engineering morally superior to making laundry detergent. A medium is a channel of communication, something whose content is constantly in flux and ever-surprising.