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" There’s a word people in business use a lot: disruptive. The market can never be stable, the best it can be is falling apart in useful ways. Like the universe in general, really. To disrupt the market in your favour is now seen as being the ultimate achievement. Create a climate of absolute uncertainty, continual fear about enormous change, and you’ll see people’s . . . well, I was about to say ‘true selves,’ but they don’t really have true selves, they’re continually falling apart too . . . you’ll see people concentrate on looking after themselves and their own, grabbing for familiar symbols. The right . . . brands, shall we say, can prosper hugely then, in the ultimate disruption. "
― Paul Cornell , Witches of Lychford (Lychford, #1)