"Creating a demand" means you are in a position to know before your competitors what that demand will be and are able to position yourself in front of them "in line" to sell... albeit larger 'lines', more of them, a wider consumer base and a larger beneficiary of the advantage realized... or so the CFO's will tell you. Insider trading laws seem to be smaller, specific context versions of monopoly/anti-trust laws. The EU just fined a very large software company for very similar reasons.