Those who think they own the market have an interest in keeping their share. It is natural then to claim insight into the market and try to dictate to the market what it is they want next.
Pundits are worse. Remember their goal is to get readers and followers, not necessarily understand where the pain is.
Customers may not know what they want but they know their pain. Look for a problem in need of a solution. Look where no one else is looking, perhaps at an underserved market segment that the big guys are ignoring because they are too big or busy to care.
When the incumbents are starting to take advantage of their existing loyal customers while trying to steal new customers, there is a market ripe for taking.