I mean it's the same problem for a lot of stuff, build it and they will come. Apple is super naive to think that they can just jump into this space and yet end up with a polished product (ie Apple's selling point).

I see on scifi all the time where someone flicks/flings a video playing on a device to move it to a larger display surface and it kills me that we actually have the technology to do stuff like this right now...but because every company works in their own interests/don't work together to create standards we don't get to have fun use of tech like that.