Every value landscape has two overlaid surfaces: the efficiency surface (value created for users, which sets where the attractor lies) and the capture surface (rents for producers, which sets where firms try to park). Realised dominant designs sit between them, so the gap between the two is where disruption and strategy live.

Evidence 2 passages

groundsUntitled source
based on overall efficiency rather than a single company's desire to capture most of the pie
groundsUntitled source
efficiency from the standpoint of consumers often trades off against profits and rents for producers