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TBH, I don't entirely understand your point, so a reply is maybe out of order, butt ... :)

< The players in those markets

Wearable market = created by people who want wearables. Enhanced shoe market = created by portion of people who wear shoes.

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players in those markets > example Nike: Nike makes shoes. They are looking for differentiation in that market. They have massive resources. So it makes more sense for Nike to make a new model that incorporates technology than it is for them to make something that attaches to their existing models (and presumably everyone else's).

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