It's an interesting example you use because I think it still serves the previous point. Peter Drucker wrote, “To sell the Eskimos a refrigerator to keep food cold, is finding a new market; to sell a refrigerator to keep food from getting too cold is actually creating a new product”. (The Practice of Management) This was apparently inspired by a true tale of a Westinghouse salesman who sold deep freezes and fridges to arctic-dwellers. Meat left outside was rock hard and took too long to thaw, and you can't quickly drink frozen water/juice/beer.

My point is, lazy conventional group wisdom is often wrong because it's invested in "the way things are." Mature industries are most vulnerable in my experience (personally, I have experience in the large and old-thinking parking and payment industries). Acceptance of "because that's not how things are done" blinds people to opportunities. The lazy majority are too quick to repeat that dismissal. This adds "weight" to a rejection, but little critical analysis. I have found it productive and profitable to often disagree and swim upstream. I recognize not all industries or product spaces are like this.