The minute people bought their first digital camera or smartphone, they became exposed to the planned new generation of these two gadgets waiting around the corner.
Even if the purchased electronic devices worked perfectly, blogs have been full of information about the next versions, which will "give you a better experience".
This trend now rules the market for aerial reconnaissance systems. The ones currently used are performing very well, but the operators are getting new demands from the pilots.
They know the technology is available, so they want the next-generation system.
A recent example is the market for the upgrade of Rafael's RecceLite real-time intelligence and reconnaissance system.
The Israeli company is already upgrading the system used by three of eight international clients, and more contracts are around the corner. The upgrade is based on the fourth generation of the system.
The RecceLite is a self-contained, self-cooled, multi-sensor, tactical reconnaissance system.
RecceLite simultaneously collects Infra-Red (IR), Visual (VIS) and near IR digital images of large areas.
The images and the data are recorded on a solid state recorder and transmitted to the ground exploitation station via the RecceLite data link.
The RecceLite pod is a derivative of Rafael's Litening navigation and targeting pod, which is in use by the Israeli air force and some other air forces worldwide.
Amiram Ash, director of Rafael's electro optics division, said that the RecceLite is a modular system and can therefore be easily upgraded to answer the operational needs of each client. "We are negotiating with more operators of the system that want it to be upgraded."
This modular design will allow Rafael to offer more upgrades as the technology gallops ahead - and it does.
When you visit the electro optic laboratories of the Israeli company, you get a feeling of what is in the future in this field - and there is a lot.