I’ve been the customer for as long as I was the “seller”. I’m saying that the customers are getting bamboozled and they ought to know better. The incentives are all backward.
To be super clear: I support disruptors in this space. My gripe is with customer/clients that are holding change back for reasons that are against their own best interests.
You are failing to put yourself into the customer's shoes. Maybe you don't buy into it, but clearly customers do.
I don't know what the legal disruptor market strategy is, but going on what you've said, they shouldn't be differentiating on price. Rather, use reputation against the incumbents, somehow.