Sometimes customers just aren't as excited about this idea as we are, so they choose not to use it or buy it (the value isn't there). This is the most common situation. Sometimes they do want to use it, and they try to use it, but it's so complicated that it's simply more trouble than it's worth, which yields the same result—the users don't use it (the usability isn't there). Sometimes the issue is that the customers might have loved it, but it turns out to be much more involved to build than we first thought, and we simply can't afford the time and cost to deliver (the feasibility isn't
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