We are living the era of the ecosystem, a concept whose use in management studies has grown exponentially in recent years. On the other hand, the ecosystem is becoming a fuzzy concept. In particular, following Teece (2007), many scholars define the business ecosystem in a rather generic way as an environment that includes the subjects that have some impact on the firm’s competitive advantage. Others scholars associate the concept of business ecosystem with the strategy that leads to the creation of a new market space through an (ecosystem) platform. In this paper, we compare this platformation strategy with two other disruptive strategies meant as strategies that create an uncontestable market space: exaptation and brokerage. We conclude that the (ecological) niche construction offers a particularly appropriate metaphor (rather than ecosystem) for the three strategies discussed in the paper.