The shift to literal "continuous improvement" was driven by this realization and, whether customers want to admit it now that they're floating on that river themselves, demand for a more rapid ability to take advantage of "the new stuff." The amount of "Oooooooh, shiny" syndrome among marketing types and a certain class of customer, and that class is the one that has to have the newest thing every week and is quite lucrative, certainly had its role in driving all this as well. Most software makers have come to realize that the longstanding system of release and maintain, next release and maintain, next release and maintain, simply could not keep pace with the rate of change going on around them, particularly in terms of operating systems being able to exploit new hardware features that seem to appear almost daily. I really wish Microsoft had somehow been better about getting the public to understand precisely what "Windows as a Service" means and what a huge paradigm shift it was from the old way of doing things.
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