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From what I've observed in the past years, it's that the people like unity and simplicity. That's one of the reasons why iPhones are so popular. I actually think this is the start of a good idea, but they still haven't hit home run. They should try a different approach if this doesn't work out as expected.
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Enthuasists don't, and modular phones would attract people like us who like to piece together our own hardware. The fact that there's such a massive custom PC scene shows that there is a market for this.