Disruptor comes along to stagnant industry. Pumps cash into growth, discounts get many people on board, crap service is made up for with liberal refunding by customer service. Push for profitability hits discounts, acquisition slows because it's no longer cheaper than the thing it was disrupting before, customer service stop refunding things and customers leave because they realise the service has pretty bad flaws. Incumbents have finally met the new table-stakes features to compete, disruptor isn't significantly better.
See also: takeaway deliveries, meal kits, buying books online, and pretty much anything else.
These cycles always look like they're going to be a 100% improvement, but always end up being a 10% improvement once everything settles down.