As I said in my previous comment, it is happening in a major way across industries. There just aren't any clear market leaders because as previously discussed, different brands have different ideas on who a trusted third party is.
> different brands have different ideas on who a trusted third party is
If different entities do not all trust the same centralized party, then it is not happening. You are pulling a spherical cow again as an answer. What is so hard to understand about that?
