It's very hard to make a product that essentially devalues things that your customers spent a lot of time learning. You're probably better off ignoring people who already happy with their shell experience, and going after people who have not yet invested in learning all that crap.
And yes, it's crap. And I say that not because I don't know it myself, but because in the end, much of it is not essential to the actual job we're trying to get done, it's the tools we use. And the tools are not the job.
I'm quite bad for upgrading for upgrading's sake but I can understand why, of all people, traders at Bloomberg didn't want any kind of learning curve on their terminals.
Yes, it's clearly better but users don't always want to change to something that does what they already do in a more modern way.