His company certainly has the potential to be disruptive. Branding itself as the "unhotel", onefinestay is similar to an upmarket Airbnb, enabling people to stay in others' apartments when they're out of town.
"On the margin we are displacing some guests who would otherwise stay in high-end hotels," he told CNBC, but stressed that the company wasn't aiming to kill the hotel industry.
"I don't envisage a world where there are no hotels. Instead, a new sector is emerging," Marsh added.
Neelie Kroes, vice president of the European Commission and in charge of its digital agenda, insisted Uber's technology was as disruptive as the strikers feared.
"The customer, the client, should be central in the process. At the end of the day, the client will make up their mind one way oranother. It's competition," she told CNBC at the Founders Forum.
For Michael Acton Smith, CEO and founder of Mind Candy, which is behind the Moshi Monsters phenomenon, disruption has the potential to change the status quo.
"What's wonderful about disruptive businesses like Uber and many others is they make things better for the consumer," he told CNBC. "They push the world forward, even if there are entrenched, established industries that are fighting against it. Because they haven't moved forward and they're paying the price."
He stressed the importance of established players not getting left behind.
"Protesting is only useful in the short term. The smartest way is to disrupt yourself. The world is moving so quickly now, if you rest on your laurels, you will be disrupted," he added.
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