So unimpressive. The demos were terrible. Who would actually use it the way it was presented?
I think one of the biggest risks is overselling the product, is creating expectations they can't live up to.
They probably could have gotten some AR iOS apps ported & being neat. But are those things people would really use day in day out? Do they set the right expectation, or are they wow & hype? Apple showed the intended mainline usecases: boring regular everyday stuff. Watching videos, browsing the web. And notably all experiences they & not app devs are in tight tight control over.
So, setting realistic expectations. And remaining in absolute control of the experience.
Certainly not as dramatic as Steve Jobs using an actual device on stage and prank-calling Starbucks.