If companies don't push the envelope, nobody will mark it return to sender.

So...what'll probably happen:

• Samsung does this. It is universally despised.
• A year will go by, and Google will do this. It will be universally despised.
• A year will go by, and Apple will do this. It will be loved by Apple users and despised by everyone else.
• A year will go by and it's a part of every Android phone on the market. Apple users will accuse Android of "stealing" the feature. Everyone else will despise it.