It's about making money for the VC people who control the checkbook, period.

R2 have had some real success, but it takes only a few misses to go back to zero. There are many customers in the chain between Steve G and the lunatic fringe like us, and all of them need to buy in.

Ultimately, it is a culture issue. For what is still largely an impulse purchase, any connection between the product and the culture that gets you to grab the box off the shelf to look... they are that much closer to the sale.