B2B has to contend with the principle-agent problem: it's the end consumer that benefits, but the businesses that have to choose to use the service. So until re

B2B has to contend with the principle-agent problem: it's the end consumer that benefits, but the businesses that have to choose to use the service. So until real regulation (and enforcement) come or people start voting with their wallets from the perspective of ROI it doesn't make sense for the run-of-the-mill business to use these services.