“Innovate or die,” (Score 1)

“Innovate or die,” What does it refer to - the music industry as a whole or just to some companies unable to change? It has never happen in the history that the whole product or a market died without had been replaced by a superior one... So why do we bother with this? Movies are either here to stay or to be replaced with a holograph-vies or a with something that could actually stream "real feelings" straight into the brain.