[guitarsteve]

That’s partly why I’ve enjoyed working on “b2b” products in my career and have avoided working on “b2c”.

When your customers are using your product as part of their job, your incentive is (often) clear: make them more efficient at their job, which means make your product faster and easier to use. The vendor and the customer are aligned.

In the b2c world your goal is often “engagement”. Get the customer to spend as much time as possible in the app. Get them to use your app more than other apps. In a way you have to make your app less useful (to the customer) to make it more valuable to the vendor.