[Someone]

In this case, it is not just a matter of good execution. The first successful product also must solve the 'why put something on your arm again' problem.

If I had to direct designers, I would send them away with something like 'display that communicates wirelessly with a master device, as thick and as durable as a tattoo, one month battery life, input device desirable, but optional'.

Nobody would meet those requirements, but it helps setting the goalposts. It definitely would direct them away from the one cm or so thick design in the article being discussed.