A lot of the trouble is the way B2B products are sold.

Consumer products are bought by the people who use them, so the quality of the product, as experienced by the end user, sells the product.

B2B products are usually bought by somebody other than the user and making the sale is a matter of meeting a checklist of imagined requirements, endurance of an interminable sales process, politics, etc.

In B2C there is some possibility you can do a job you're proud of, but in B2B the nature of the sales process precludes that.