The innovators in every field are seen as innovators because they confounded our expectations of genre. And many of the failures that have tried to change the culture did the same thing. If it’s not what we expect, the easiest thing to do is to ignore it. One way we change the system is by subverting genre. That new thing might look like an ordinary experience or product, but once we experience it, it changes us in a way that we can’t undo.
