When a new technology arrives, it's often the nerds and the neophiliacs who embrace it. People who see themselves as busy and important often dismiss the new medium or tool as a bit of a gimmick and then "go back to work."
It's only a few years later when the people who understand those tools are the ones calling the shots. Because "the work" is now centered on that thing that folks hesitated to learn when they had the chance.
And so, it's the web programmers who hold the keys to the future of the business, or the folks who live in mobile. Or it's the design strategists who thrive in Photoshop and UI thinking who determine what gets built or invested in…
There's never a guarantee that the next technology is going to be the one that moves to the center of the conversation. But it's certain that a new technology will. It always has.