Examples where they're failing: IE:ntek..
What I see is that ntek and it's principles have 2 sides of stories they are telling.
The story to chat boards, twits and facebook about their 'leaders of 4K' baloney and unsubstantiated stories of partnerships, deals and earned awards and accolades. And that ultrasux is on every TV on the planet. This story is only told to the stock tout community and internet. The fact that the ntek story is on Ihub is a major red flag.
The other story, with probably the more truth to it, is at events where ntek and principles only say coming soon, don't make promises and stay low key and are very careful what they promise. Part of this story is what ntek doesn't advertise any of their products on and that is any traditional public advertising venues. Nanotech is an unknown entity in the real world. Netflix the app is advertised on TV, newspapers, bus stops and weekend cheap ad flyers. Netflix and amazon are known out in joe public. nano simply doesn't exist off the internet.