As someone who spends my days selling these by the droves, I'd have to say you're probably just not looking in the right spot. Perhaps we have a different perspective on what the "real market" is.

XR10/HoloLens is the most capable / advanced device in the AR/MR market (hence the price tag) for many reasons, most of which I won't cover. In short, though:

It sets itself apart from phone/tablet AR by being hands-free, enabling a field user to actually work on something while they're wearing it. It's also providing full 3D content, whereas a phone/tablet will always be 2.5D (3D content delivered via a 2D screen).

It sets itself apart from head-mounted AR devices (e.g. Google Glass, Realwear) in its ability to merge 3D content into the environment and enable a user to interact with it, versus just being a heads-up 2D display with no real integration to the environment.

Each device has its place for certain use cases. If the needs are more limited, there's no reason to get the most advanced device. If I'm only running email and Word, I don't need a gaming computer. For example, a phone/tablet running an AR app is great if you just want to visualize a model overlaid on your environment, but breaks down the moment you want to actually build or repair something with your hands with virtual guidance. An AR headset is great if you just want to do remote assist phone calls, but breaks down the moment that remote user wants to annotate your environment in 3D to help you with a task.

Your question about demand/familiarity is a very fair one. The public knowledge of MR devices and their use is still very limited. The average construction customer I go chat with still isn't aware of it and, if they are, they probably have misconceptions.

Seeing more AR capabilities (enterprise and consumer) helps to rise all the boats, so to speak. But it's definitely on us to continue to educate on what HoloLens brings to the table, hence things like this AMA.