- threshold (or ‘requirement’),
- linear (or ‘feature’) and
- delightful (or ‘delight’)
Ultimately many attributes transition from delight to feature to requirement as customer expectations raise. This is why in games specifically genres often become an arms race between a few key players.
Quite clearly, the model of things has this transition where features in a product change from being a novelty to a must have by the next iteration of the product. Any marketplace, which has a set of players whose features are a differentiating factor – and any factor being a major differentiator will be assimilated inside the products of all the competitors over a period of time. No wonder, the patents are looked as a potential trump card to stop this transition.