Here are a couple things that "mainstream" is doing that adult has dropped the ball on, not fully realized, etc.:
gamification
apps (not just mobile, but web apps too)
responsive tours
social media-esque tours
social media (some companies are doing well here and others have all but ignored it)
mobile/tablet/smartphone optimized (goes hand in hand with responsive designs in some cases)
edited to add:
affiliates could do some of this as well, not just paysite owners
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