I see this book as a prediction of future innovations that will come to physical goods and how companies should prepare for it by innovating in a particular way. The innovation approach, I see it, as replicating what the software industry has been doing all this time. In another word the book is preaching the innovation approaches that has been adopted in the software/virtual goods to physical goods. For example the book suggestions for modularity, open interface, virtualization, etc. are widely accepted innovation approaches in the software industry. So, if one comes from a software industry background, the book doesn't posit any new ideas just adoption of old ideas to new sectors.