True. I was using it more in the sense that they were largely ignored for years or covered only in terms of new product releases, often with very fawning “here's how <x> is making your life better” tone by a tech reporter who was basically assuming that their readers were probably going to use/buy whatever it was.

Now they're getting the kind of coverage companies in industries without that soft glow get, and I think they're missing the time when e.g. stories used Facebook as shorthand for where you share pictures with your friends rather than where your grandparents are misinformed.