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well firstly mass market doesn't care about technological advancement to an extent , the care more about how it translates into stuff they like.

On top of this better hardware = higher price point as the price of the product goes up the consumer needs a more signifcant reason to purchase the product.

Realy it's down to the utilisation of the technology as opposed to the advancement of the technology , Innovation > Invention although it is true that alot of innovation would be impossible without invention so they go hand in hand in a sense.