The next steps in fitness are going to come with device integration, not just the app alone. The apps themselves, not coupled to devices, are converging on ideal in my opinion. I can't think of other features that I would like more for apps like MyFitnessPal other than more integration with the world around me through devices.
You are right. Device integration is tricky as hardware manufacturers don't play well with standards. And those hardware manufacturers that are ahead of curve are out of reach of general consumers.
There are several apps in the market that do what I want a logger to do but they tend to present the data in a form which is not very effective in motivating me and reminding me the purpose. For example, There are a lot of app that one can use for tracking activities but Moves take the whole paradigm of activity tracking to the next level.
