Disruptive tech investors blind to consumer behaviour

Jeff Bezos, the billionaire founder of Amazon, is investing in a Chilean start-up that uses machine learning to create vegan alternatives to animal-based products. It’s one of many similar “vegan” investments by investors with a background in Silicon Valley, and it’s fuelled by their belief they can disrupt existing categories. It’s a belief that rests on certain assumptions – and they are about to learn how weak those assumptions are.