You saw this with cyclecross bikes for a long time. I had a beautiful cyclecross bike that I rode everywhere and I loved that bike but the cable-pull brakes sucked - like rear-end a car in traffic bad. Nobody made a cyclecross bike with disc brakes until the UCI allowed them in competition; now they all have disc brakes. Same for the extensive use of carbon. Love it or hate it, carbon has fueled intense innovation that you can see on display in higher-end consumer bikes and, while I don't have it or want it, electronic shifting is crisp and perfect. I don't like yet another electronic device but for a weekend rider to never need to tune a mechanical derailleur again is a game changer - you know they already have their phone with them 24/7 (especially you, roadies)