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Whilst airline travel itself may be commodity, that single component contains an entire chain of needs for which many components won't be commodity. It's the same with power (i.e. electricity), there's a world of change and innovation hidden behind the plug ...
... take for example, the automotive industry. A car? What's difficult about a car? It's becoming a commodity surely? ... 
... well, there's a world of components underneath that. All of those components are evolving ...
... and as they evolve, new business models can form along with unintended consequences (i.e. embedding social inequality into transportation systems through digital subscription and self driving cars).
