Boiled to death!
The Boiling Frog Syndrome: If you throw a frog into a pot of boiling water, he'll jump out. But if you place a frog into a pot of lukewarm water and slowly turn up the heat, it will boil to death. Seth writes about "The Mediocre Emergency, For years, you've been designing, making and marketing stuff in a mediocre way. No one dropped what they were doing to fix the problem.
It's not an emergency.