I spent 30 years in the sports equipment business, where name brand and elite athlete endorsement is critical to success, both for any particular company as well as the introduction of any significant new technology.

If for some reason, a gun company decided that they could be more profitable/gain market domination, by switching to a SxS design, it's easy to make the market follow. Most people, despite what they wish for themselves, are susceptible to good marketing.

Sign up the top 10 most successful/influence shotgunners alive today. Get as many outdoor programming shows as possible to feature users of SxS. Deluge the print media with ads and stories by "independent" outdoor writers extolling the virtues of 21st Century technology in these new SxS shotguns. Create sales environments at LGS and the big box guys that have the sale staff pushing SxS (Easy to do with spiffs and sales/product training seminars for the staff).

10 years from the start of a program like that and SxS will be on the ascendancy and O/U and semis with be "your grampa's shotgun".

The world cries out for such: he is needed & needed badly- the man who can carry a message to Garcia