With any new technology, there commonly follows a flood of imitators eager to eke out any slice of the market that can be had.

When Apple Pay first showed up on the scene, it prompted device makers from Samsung to LG and beyond to step up and bring out their own device-centered payment app. Starbucks’ success drew in Dunkin’ Donuts and an array of others.

A new report from Financial Times, however, suggests that the growth of “fiddly” pay apps out there is grating on the market, and may drive some out.

There has been no shortage of new tools. Mobile apps, wearable devices, even biometrically-linked systems that offer a means to pay a bill just about anywhere the merchant will actually accept it.

Device makers, software makers, individual stores and even banks are all rushing in and eager to be the next big thing in payment processing.

Some have even gone to unusual lengths like American Express’ Jawbone partnership that allows for mobile payments via wristband, and the Heritage Bank / Visa / MJ Bale trio effort that adds mobile payments to the sleeve of a Merino wool suit.

The problem for most users is that, apart from the “gee whiz” factor, there’s not much reason to pick one over the other, and that’s the one place that most mobile payment systems haven’t been seen doing a lot of competition.

Customers are regarding the apps as “fiddly,” which generally means little more than a handful of gimmicks—that “gee whiz” factor working again—separate the field.

This likely means that, unless apps start competing on substance over style—I’m looking at you, Heritage Bank / Visa / MJ Bale—a lot of mobile payments apps will depart the market.

The user has been abundantly clear on what’s desired. Better security, useful features—like connections with loyalty programs and automatic coupon tracking and application—and even special offers to the user base are all on the user’s mind. So why are mobile payments app providers all seemingly working the style side of the field?

When the customer has a worthwhile proposition, a reason to get in, then customers will likely pick up the gauntlet. Until then, however, the whole field will likely be limited, and mobile payments won’t really take off in a big way.