The thing is that they didn't see an issue with battery life but they did with screens and processors. Phone were lasting long enough but they are slow and had bad displays. That's where the gap came into play, because screens got better and processors faster battery's weren't able to keep up. This wasn't something they thought of because before, battery life was just fine! If manufacturers did spend less time on thin and more time on battery I would be happy. I've been known to have said that I would be okay with new phones being as thick as the iPhone 4 of it meant that the battery life was on point. That's one of the reasons I bought the nexus 6, although admittedly it doesn't have the battery life I really want, it has a thicker body so it can have a larger battery.