Ideas that are ordinary today were once outside the range of what a respectable person said aloud. Mostly the facts didn't change — the boundary of the sayable did, and it moves by repetition.
A rising power wants influence matching its strength; an established one sees each concession as erosion. Both are sincere, neither needs to want conflict, and the pressure builds anyway.
A rule needs a harm that is noticed, documented, understood, and politically salient. All four take years, while products change in months — and that gap explains most of the field.