It's a fresh orchard full of low hanging fruit. Regardless of ultimate utility, it's shiny, hyped, has a huge wow-factor, and is having trouble keeping up with

It's a fresh orchard full of low hanging fruit. Regardless of ultimate utility, it's shiny, hyped, has a huge wow-factor, and is having trouble keeping up with the amount of money being thrown at it. This means it has captured the attention of a huge portion of the most capable people, who naturally want to take a crack at making a breakthrough.