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Over the decades, major technology advances have typically fallen into one of two categories: truly disruptive, where the approach is meaningfully different from anything that exists; and piggyback, where the technology leverages something that already widely exists, thereby sharply reducing both the cost of implementation and any needed behavioral changes.
In short, piggyback advances are seen as less risky and easier to adopt. (My favorite piggyback mobile implementation is several years old and came from Macy's, which opted to leverage the huge number of audio speakers in its stores as a low-cost way to identify customers for loyalty programs.)