performance level
Consumers just want something they've not seen before, they couldn't care less if it's actually faster, or by how much, or in what applications. If you accelerate in hardware the ability for the user to do something idiotic and useless like swapping faces in real time video, consumers will shit themselves and wait out in -20C to buy it. We have reached a level where performance doesn't matter, but users still suck dick 9-5 in order to be able to buy a useless shiny distracting idiot box. The switching cost has to do with rewriting all the useless shiny distracting idiot software that consumers use, and the lack of competitive advantage would be in providing new idiotic novel experiences for the consumer at the same time.