This strikes me very much as one of the things where the answer is probably very simple but also very difficult.
I would also guess (completely un-informedly) that because the simple (and probably correct) answer is very difficult, a lot of companies are trying to avoid it by doing things that are more complicated but also easier. And because they are more complicated, it is not immediately obvious why they won't work....but they won't. Which is resulting in the repeated failures.
I would also guess (completely un-informedly) that because the simple (and probably correct) answer is very difficult, a lot of companies are trying to avoid it by doing things that are more complicated but also easier. And because they are more complicated, it is not immediately obvious why they won't work....but they won't. Which is resulting in the repeated failures.