I'd (a) ask you what makes you think people think it's a big deal, and (b) remind you that most "new" technologies, once they trickle down to the masses, are perceived as the next greatest thing.
Of course companies are investing in it--it's going to make some money/ Everything is the next best thing. Maybe you're too young to have seen many NBTs. Will it ever be essential? Certainly not in the short term; have to keep people from puking first. Until they solve for those types of problems it'll never become mainstream.
The NBT that will have more impact right now is various forms of "AI", and companies are investing heavily in that as well.