Initial small enthusiastic team has a cool idea, works day and night, having a lot of fun on the project. They release it, it's cool, useful and everybody loves it. Then after a while original team members get bored or focus on other interests, move out of the team and new team members come in. Those team members aren't necessarily worse than the original ones, but have to maintain the project they didn't write. They need to show their usefulness, so they try to conjure new ideas that might not be useful at all, but hope they would be visible enough to grant them promotion within the company. They focus on some mistake/wart/non-refactored portion of code, make an essay or two to convince management that changes are needed, then slap on another feature they could be known for and proceed changing experience. Once they are done, management applauds them and customers either are lucky and have a blast with the new changes, or those changes were complete misses and started to ruin experience. This process repeats often until product is EOLed or just maintained for whatever reason.