Increasing expectations of MVP

Currently B2C users have high expectations of user experience/ features that sometimes demand B2B level requirements (such as security, robustness). B2B customers have also level up their expectations of B2C level end user experiences. With such increasing expectations of MVP before the users are willing to use it, developing MVPs seem to become harder and harder unless there is a super high utility of that MVP. Do you also find that creating MVPs is becoming harder over time as minimum expectations grow over time?