You don't have to innovate. I don't think the comment space is even close to done. The issue in my mind is about unified persona online and keeping track of the conversation. My guess is that the good people at ID will focus on their "feature", and never get to the big picture.

edit: i misread your comment, and thought that you meant having an exit means ID can better execute. You're totally right that my comment should be future tense. It's a prediction.