They don't "want" anything. They preach to enterprises and intentionally create a fear of missing out to get more paying business customers on board of this hype train. This is what is happening.

This is also the reason absolutely no attention is spent on evolving B2C products.

What is being exploited is the overt attention businesses pay to their own cost metrics, to the point where broader strategy is getting thrown under the bus in favor of efficiency. I believe this is an illusion, and for many companies that jump on board, sober learnings are right around the corner.