Manage innovation as a portfolio of options

On internet, for different reasons (cost, rapidity,...) it is easier to add options to improve for example a service or a product than in real life. An innovation such as the RSS has been easy for many firms like L'express to propose on their websites whrereas if you want to add an innovation to a real product or service, it costs much more money. Moreover the return on investment can take many years whereas on internet it is quicker.