Often the 10x improvement is just an ∞x - because you're overcoming the barrier for someone to try it. The key is getting them to try it.

Often "worse" solutions win in the apparent 10x improvement because they're the one to finally get people to try it out.

Uber would have been as useful to me in the beginning if literally all it did was hail a cab for me. The "ridesharing" part was pointless (for me).