Quaint startups become the next big thing.

When startups consume incumbents, they usually start by serving some small but important market that the big players ignore. 

In a 2010 essay, Chris Dixon wrote, "The next big thing will start out looking like a toy." Provocative. What he meant was that new technologies are often dismissed as toys because they undershoot user needs, and that that ones that make it out of toy phase and into the zeitgeist do so because they ride external forces.

...there is a paradox to scale, I think. People who want to be big sometimes think, “I have to immediately reach the largest possible audience.” But in a weird way, the best way to produce things that take off is to produce small things . To become a small expert . To become the best person on the internet at understanding the application of Medic

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I feel like a lot of founders forget that everything big starts small.