Why do some innovative ideas never see the light of day? Status quo bias.

Imagine you discovered an idea that could dramatically solve one of the most significant problems of an industry. In this view, much like the subprime-loan crisis of the US mortgage industry pulled the plug on the world economy during the West’s Great Recession about a decade-and-a-half ago, an implosion in what digital Given this precarious situation of the digital advertising world, a new idea put forward by Amazon is hugely relevant. So why was an idea promising a more effective digital connect, one that could potentially alter the design of product tiles and product display pages across e-commerce sites, not given due importance? But otherwise, it was business as usual in the e-commerce business; even Amazon’s website had only drab product shots against the usual white background. The idea that Amazon Ads has recently proposed to make product displays more appealing questions the status quo of the e-commerce business.