Some others have set up search engines that their members can use to find the lowest fare on any given date from whatever city they want. They have used their knowledge of their profession and created a new function that has value in this new economy. New innovations are constantly in demand. If you don't improve on your products, someone else will, and you will lose the edge. Product life cycles are shorter than ever, so it is important to be the one to come up with the innovation that will replace your current product.
Time is a critical factor.
As soon as a product is issued, you should be working on its successor. Someone else will come up with an improvement on your product and take your customer base. Consumers wish to have products that more reflect their individual tastes. They will become more involved with the production process. People don't want generic products geared towards society in general.