You are right environment for innovating companies is...

You are right environment for innovating companies is promising....innovation should bring in more avenues for revenues....Apts revenue has gone down from where it started first capping the penalty and now crowd pressure on the merchant....spending huge money on customers not even 20 percent who are retained can be dangerous...of course time will only prove the result
Vanilla four pay option cannot meet all the needs of the customers....innovation not for the sake but to increase revenue is the need of the hour