The key step: convincing people that "modules" were a totally different & better thing than "dongles" despite being the same circuitry in a different shape.
The different shape is actually what makes them better. They sit flush in the laptop, which means from a day to day usage standpoint, they behave the same as having the ports fixed into the system. However, because they are modules, you can swap them as needed like you can a dongle.
They are different in that you can leave them in the laptop.