Every idea looks simple and obvious in hindsight. When a small business has an idea it is their whole world. They think about it day and night and have to cons

Every idea looks simple and obvious in hindsight. When a small business has an idea it is their whole world. They think about it day and night and have to constantly improve upon it or die. A small idea can sustain a small business. A small idea to a large corporation though is a blip on the radar, and so has little incentive to continue being improved. This is now a tiny feature in a big company, mainly added for a keynote announcement and for marketing purposes, with little value to their bottom line down the road. Prediction: Going forward I expect NightShift to improve at about the same rate as Finder. F.lux was out for years before the big players finally realized what a good idea it was. It was copied without the slightest attribution or thank you. It may be legal, however not very ethical and rather dishonorable if you ask me. This path leads to a future where only big players exist. Invention by individuals is disincentivized if it will just get copied at the first sign of success.