If it’s compelling enough consumer behaviour can change in an instant. iPod (didn’t start but) fueled the change in consumer behaviour very quickly. Pokemon Go has turned a generation of kids (even 20 somethings) into walking zombies. My son already talks to his phone like it’s a normal thing to do and I’ll be following along pretty soon, cars are changing to voice activated commands — I thing Apple’s go the timing just right. They don’t wait for the consumer to catch up, they make it happen and are always just before the wave.