That is why we @ Whodini, Inc. work as hard as we do to give people the power to be better understood with more relevance and greater experiences.
Not to cross hairs, and as mentioned, they have a long way to go in understanding, but it is a start at least, many punts still believe the Internet of Everything will/should have its own protocol. I believe you and I would agree that's never going to happen.
So in the meantime as a contribution we're starting with the individual for awareness and apps through our APIs.
Whodini we've got a lot more to offer then meets the eye.