If their idea catches on, they generate early stage demand for a new category of products. Then, when it looks like the coast is clear, companies who employ a "category marketing" strategy add their own versions to the category. This helps the category to grow faster than if innovators try to do it all themselves.
Consider what happened in the early 80's. The Apple II jump started the PC market to reach critical mass and then the IBM PC created a mega-category through its captive corporate market. Tektronix kept its proprietary hi-res graphics technology to itself. Both Apple and Tektronix eventually lost their introductory stage, share leading position of relatively small categories to "standards" applied by everyone else in the growth stage of their respective mega-categories.
Once a category is created, however, companies hire sales teams to ensure that they are filling up their capacity with orders. This is when "demand generation becomes a misnomer".
Thanks for reading.