Steve Ballmer’s first reaction to the Apple iPhone was not his best moment. During a TV appearance in 2007, the then-Microsoft CEO and current owner of the NBA’s Los Angeles Clippers, mocked the market potential of the iPhone. With a $500 price tag and no keyboard, the executive felt comfortable saying that Apple’s latest whiz-bang invention was more sizzle than substance. We all know how that turned out. David Rowan, editor-at-large of Wired U.K., brought up that example at a conference about energy efficiency and the future utility model last year to warn against the perils of ignoring even the oddest-seeming innovation.