Explore the challenges of security technology adoption in connected devices and systems in this 14-minute conference talk from USENIX Enigma 2018. Delve into the complexities of implementing hardware security features, including roots of trust and processor innovations, as Paul Waller, Technical Director for Platform Security Research at NCSC, examines the low market support for these advancements. Discover potential solutions to bridge the gap between available security technologies and their practical implementation, covering topics such as the device iceberg, marketing strategies, harm reduction, new incentives, tools and techniques, firmware updates, and guidance for improving security practices in the UK.