There are disruptions everywhere. Mobile disrupts personal computers, a market worth billions. Cloud disrupts computer servers and data storage, billions of dollars more. Social may be one of those rare things that is totally new.
Format shifting offers innovators to capitalize on the next big thing. But just because you have your hands in the pot doesn’t make your startup valuable.
How much simpler does your product make people’s lives is the question. I think some companies think tech first, for valuation, rather than actual consumer utility.