I think because the "better idea" doesn't start out that way. But at some point all "better ideas" become ripe for standardization. The smart phone was a great idea that's becoming a commodity thanks to competition and Moore's Law. If the "great idea" migrates into the very notion of what that "phone" becomes, then someone will make money on it in some form, whether it's at the module level or somewhere else.
What are the engineering and design challenges in creating successful IoT devices? These devices are usually small, resource-constrained electronics designed to sense, collect, send, and/or interpret data. Some of the devices need to be smart enough to act upon data in real time, 24/7. Specifically the guests will discuss sensors, security, and lessons from IoT deployments.