That's an observation opposite to mine. Having worked at several B2B and several B2C companies, I've found that the latter products were better and more interesting because they served an actual need. Sure, the B2C apps may have had better UX and design and maybe even more flashy tech, but they were frequently engaging in dark patterns and generally not that concerned about whether the users were actually benefiting (e.g. a language learning app with no research into how well users learn, but a big marketing budget and all sorts of conversion and retention metrics).