`Aye, that's been my observation as well. And I think the few designers who have some idea of how to really utilize it are not exactly eager to unveil the curtain too early, especially to potential competitors.

And I guess since a lot of it usually occurs behind the scenes of development, it's also not the sort of stuff that's usually worth showcasing to consumers.

Aye, that's been my observation as well. And I think the few designers who have some idea of how to really utilize it are not exactly eager to unveil the curtain too early, especially to potential competitors.