Time after time Google presents "the next big thing". Time after time ISV jumps on the hype bandwagon in the hope that being early movers will land them a competitive advantage.
But after being burned again and again, ISVs will grow more suspicious towards new hypes.
Floating and hyping new ideas not only incurs the cost of development and marketing. The failed hypes also takes a toll on Googles image and their ability to drum up support in the future.
Google is using wave inside their own products, fine! How about all those software vendors who banked on Wave growing as big as Google promised?
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