Would you like to buy this product? First, we buy into the idea. Second, we buy into the system. Third, we buy into the offer. Then – and only then – does an offer become viable, congruent with the slices of belief that preceded it.
Totally overhauling an industry, all at once, is expensive. Comfort and familiarity are real things that we all experience. Remember the importance familiarity plays in the production of innovative work.