Consider wood floor finishes. For years, wax was the one and only finish that was available. It was never considered a choice -- just a given. Over time, this shortsighted approach to floor finishes allowed far too many consumer hardwood sales to slip away.
Granted, compared to our ever-changing competition, those of us in the hardwood industry have always been considered somewhat conservative in our approach. Be that as it may, this still does not constitute an excuse for burying our heads in the sand.