i think it's also that the technology has been around long enough that consumers just aren't excited by this 'new thing'. Thinking of apps, when smartphones came out there was for a few years excitement about apps and what they could do, camera apps with filters, games, social media, nerd utilities. Every business and every schoolboy's aunt made an app for their service. I can't even remember the last time I went to the app store.

The excitement died, the brilliance faded and now I just want a headphone socket and a music player that isn't trying to sell me a paid service I don't want.