Clayton Christensen describes how one of his friends was responsible for that choice when he commented that “those who study genetics avoid studying humans because new generations come along only every thirty years or so, it takes a long time to understand the cause and effect of any changes. Instead, they study fruit flies, because they are conceived, born, mature and die all within a single day. If you want to understand why something happens in business, study the disk drive industry. Those companies are the closest things to fruit flies that the business world will ever see”. More about Disruptive Innovation at wikipedia.