Xerox, having pounced on the "paperless office" movement was nearing bankruptcy when they learned this lesson just in time to reboot the business model.
I sat in the conference, by outside invitation, when she, the CEO, made the announcement about the restructuring of the company based upon doing real customer usage analytics on just how successful had their paperless equipment strategy been up to that date.
That work produced a massive miss in assumptions. It turned out that from the date of the big paperless push for Xerox, the actual truth was that their primary customer base was using more paper per work hour by a factor of 8.8. whoa!
She announced Xerox was immediately going full on into the paper and ink business, thus saving the company and launching a whole new success chapter for them.