I think its going to be like websites/internet back in the early 2000s. Everyone knew it was the future, but didn't know what to make of it. Many did it wrong and the profits (if there were any) didn't live up to expectations. then bubble burst. lots gave up, but the survivors, and the ones that learned how to do it right ended up with near unassailable moats. now a large portion of businesses today have an internet/app presence, and its seen as indispensable to their business.