I think they're all trying to be a phone replacement, when I need them to be a smart watch replacement. Give me smart glasses and a ring that controls them. Give me simple, watch like actions, notifications, but keep them out of view.
They all want a new platform and lucrative app store, but glasses should be an accessory, like a smart watch as you noted. However, smart watches don't have lucrative app stores, so we get chonky, dorky looking faceware like this.
Also, they definitely want to eventually be able to show ads