One of the funny things is the video-phone. The technology is there for years, and we can't really say we don't do it at all - we do it sometimes. But mostly we don't - not because technology is not there but because it turned out it's not that great an idea after all. Turns out in most of the situations we don't actually need the video and voice only is good enough. It is fascinating how many people didn't think it…
This is how innovation works in terms of reference dependence, we weight the new features versus the previous ones and decide if there is a gain, or several. Additionaly, loss aversion will be included in the formula and make it harder to change.