Is Blue Ocean Strategy a essence of the month?

The idiom blue oceans are new, but their survival in the business world is not. Blue Ocean Strategy (co-authored by W. Chan Kim and Renee Mauborgne) centers on the perception as a tower of the past and future.

“Seem back one hundred years and ask yourself, how many of today’s industries were then unknown?” “Now put the clock forward twenty years—or possibly fifty years—and ask yourself how many now unidentified industries will likely exist then. If history is any predictor of the future, again the answer is many of them.”
The corner-stone of Blue Ocean Strategy is ‘Value Innovation’. A blue ocean is shaped when a business achieves value innovation that creates value in chorus for both the buyer and the company.
The innovation (in product, service, or delivery) must elevate and make value for the market, although in chorus reducing or eliminating features or services those are less valued by the present or future marketplace.