Every 5 years or so, there's some new thing that every uncreative product lead decides they absolutely must have, for no other reason than that it's the "in" thing. Web is hot. We need to put our product on the web. Mobile is hot. We need a mobile app. 3D is hot. We need to put 3D in our product. VR is hot. We need to put VR in our product. IoT is hot. We need to put IoT in our product. Blockchain is hot. We need to put blockchain in our product. AI is hot. We need to put AI in our product. It'll keep going on long after we're out of the business.