[Sylveste]

>the consumer who buys into the hype

There's a consumer? So many of the companies that go pop in these situations are solutions in need of a problem; companies trying to singlehandedly invent a market out of thin air and convince consumers that something they've managed without their whole lives is now something they simply can't live without and must spend $30 a month on forever.

A lot of the dotcom bubble failures occurred for the same reason, field-of-dreams style companies expiring when 'if you build it, they will come' turns out not to be true for all given values of 'it.'