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Isn't (at least) the Hololens the starting point?

No? HoloLens is an enterprise product barely advertised for public use. It’s not a new form of UX for general computing, it’s a niche.

The hardware for ambient light AR also sucks, it’s why HoloLens, magic leap and such are not compelling. It’ll be a while before that’s a viable option (and why Apple is committed to pass through currently).

HoloLens pivoted into an enterprise product when it became clear that consumers didn't care for it.

If that pivot happened it was well before Microsoft ever announced the HoloLens. Enterprise-focus was a big part of their marketing from Day One and consumer/games relevance was always an afterthought in their demos/marketing.

I think Microsoft didn't have the confidence that it could be a mass market/consumer device at its price.

(It is interesting that with the Disney section of the keynote, Apple seemed much more directly was flirting with consumer/mass adoption.)

Yeah there definitely was no public pivot - it was never available as a device for the general public or even advertised that way.

I remember some mind blowing Minecraft demos that didn't look enterprise-y to me.

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