SF and the Bay Area are constantly shuffling through and recombining ideas. What generated money relatively easily in 2010 would've started becoming low value in 2018, rapidly approaching an asymptote of relative uselessness today. 2018 is about the point where you needed to be pivoting to AI if you really wanted to remain part of the city's "upper class", where money feels like it doesn't matter because it's abundant and automatic. 2010 was the era of mobile apps.