Check out this New York Times article for the full story.

Key learning:
Trying to grow the whole category can be worth it, especially if your company dominates the category and if it's the kind of category that people don’t necessarily have to buy (and therefore has a lowish penetration). Of course, all brands benefit from category growth (roughly in line with their market share) but the brand that instigates the growth (e.g. by inventing a new Category Entry Point) gains more than you’d expect based on its size.