I do think that we are being hampered by lack of knowledge of prior art. You see a lot of people trying the same things that sound like good ideas on paper but don't quite work.
Part of the problem is simply lack of awareness. I like to make a joke that the most common way into transmedia as a career is to invent transmedia. And that's sort of a joke, but it's partly a real problem because people do have this amazing idea of making something immersive and interactive, and they think they're the first person to ever have that idea: "I know, I'll make a tweet stream to go along with it." They can't learn the lessons of the people who've been doing this kind of thing for 10 years already and have made a lot of the same mistakes. If there were a bigger focus on craft, then people would stop making those mistakes, and they might start making new and interesting mistakes that we haven't seen before. And we would all get better at this.