Riding the (3rd) Wave

Imagine, if you will, you are a surfer.  Not just any surfer, but a pretty good surfer.  One who competes on a national level, if not global.  (I don't really know anything about surfing so this analogy may be a wipe out, pun partially intended.)  So say there are different types of waves.  And also say that there are some new waves that are completely different than any waves ever before.  Maybe better, maybe not.  But a lot of people like them and all the top performers will only surf these waves.  They roll different and you can do different moves on them, all in ways that have not been done in a long time, if ever.

This is like third wave coffee.  It is something new and different and people like it.