I really wouldn't get this attached to word like "disruptive" like so many of you seem to be when new product is being announced. It means nothing.
Rarely company can even tell if their product actually is disruptive before announced and it's more of a good luck if the guys over at marketing department happened to attach that word to the marketing talk if the product actually takes off.

My new water pump for family summer cottage was life changing according to the ad..... ok that actually was kind of life changing.