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I think one issue is the word "app" and how it's thrown around so easily these days by people who don't fully understand what an app is. It sounds so simple... "just make an app" or "there's an app for that". While devs know that "applications" are hard to write and take much planning, design and infrastructure to build and deploy and support, business people only hear the one syllable word "app" and they equate that that word with "easy and convenient". So bringing their expectations in line with reality is a challenge.