Seth Godin lays down a beautiful analogy for those who watch the innovators and then attempt to follow their success in light of the Radiohead album release of In Rainbows.
This is exceptionally true in the case of online marketers who are frequently beyond watchful in their appraisal of new marketing approaches and hence beyond mediocre (video, social media, etc):
So, in every industry, the middle waits. And watches. And then, once they realize they can survive the switch (or once they’re persuaded that their current model is truly fading away), they jump in.