I never said they had an incentive to solve it. I said that it's one of the big blockers to getting regular adoption. It ought to be obvious that all these issues aren't a problem if you look at it through the big tech lens: why is it a problem when we're providing the service. They're a problem when you're a normal person with a healthy distrust of big tech companies.

In practice, I expect someone to figure out a way to break into/bypass the OS flow entirely with a less "big tech wants your private details" solution and that's what winds up getting adoption.