Media attention is usually required only when a consumer product is at stake.

Take, for example, current upstarts competing with Cisco in networking gear. Not much media exposure but a quite revolution.

In the history of business, its almost always the upstart that upends business.

Examples include Amazon, Apple, Google, Microsoft.

Who are the network hardware upstarts you're thinking of? What are they bringing to the market which is changing it?

Not able to remember names right now but I remember seeing a lawsuit by Cisco against one of thwir ex-directors or so, just a few weks back.

Basically Cisco is facing competition from startups implementing hardware in COTS components and innovating in features through software.