I'm still not clear from the article, though.

Is this just a normal bubble popping, where out of 20 companies trying, 18 go out of business but the final 2 succeed and take over the market and will produce a bunch of profit over the next couple of decades? And if so, do we have an idea which companies?

Or is the very premise economically flawed, where it turns out it can't be profitable ever, at least not with current energy and produce prices? And if so, how did these startups get their models so wrong -- what did we learn that couldn't be foreseen?