The design requirements.
The products we use are generally brought about by the requirements we have, USB was a reflection of that. It simplified so many things, and that was enough.
Once people got used to that, they began refining the idea to make it smaller and, eventually, reversible.
The point here is that our requirements for the connector changed over time. Initially all we wanted was something simpler than what we had, and once we had that, it was a matter of refining the details.
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