The site goes dark, there's a series of huge planning and strategy sessions, the project gets staffed up and there's a lot of back-end work done. Then, just about the time everyone forgets about the original company completely (not long in the startup world), Google announces a product that takes the original startup's product to a scope and scale well beyond the original. However, it may leave out features that made the product quirky or popular within certain niches. Then a bazillion people start using it and everyone takes it for granted.