Sorry Flyboy, I mean "implementation", how a concept is implemented.
Start with the operational requirement, get some ideas from the players, refine the requirements, get some proposals, then decide to go with brand "x" or brand "y". Basic systens engineering and procurement stuff. Gone are the days that a company can roll out a plane and get some customers.
Bus and Boing seem to figure out what the "need" is, and propose something. If the major carriers don't seem interested, then they refine and improve what is already flying.