Are you challenging assumptions?

Through a Twitter update by Paul Sloane, I came across this article through which I learned about examples of companies challenging assumptions:

The Body Shop
Challenged the assumption that cosmetics had to be in expensive bottles.

IKEA
Challenged assumptions by allowing customers to collect their furniture from the warehouse.

Apple
Challenged the assumption that a personal computer was functional and not aesthetic.

easyJet
Challenged the assumption that it was necessary to issue tickets, allocate seats and sell through travel agents.

Regarding the last example, here are some more examples of companies challenging the way to get from A to B.

How do companies you work for challenge assumptions?