There's nowhere to go with phones than thinner if you aren't doing folding. Thinness has practical value but past a certain point, probably not very much.

Marketing will create hype and desire and the feeling of exclusiveness. Those will lead to sales.

Not every big change is an actual innovation. A lot if just engineering sales via these methods, which aren't very different than fashion, jewelry, or luxury cars.

I might get one because I'm always a bit forced to follow the curve and can't afford to look 'backwards' or 'old fashioned' to stakeholders in the workplace, people in my life, etc who's good side I need to stay on who believe in the above dynamic.