So and so will work for two or three vendors at higher and higher levels of incompetence and then disappear, winding up as a shoe salesman in Keokuk. The press picks up the quote and finds another person to support it. Yep, tapioca publishing is big. A research publisher jumps on the buzzwagon and issues a report claiming a multi billion market. Other researchers cannot be left in the lurch and issue their reports, each claiming bigger and bigger markets to show that they really know about tapioca publishing.
New companies come into existence and small groups split away from established firms.
Newsletters are promoted with the inside dope, written by same. Seminar sessions are developed and a new conference is presented. One by one, every supplier announces their commitment to tapioca publishing, even if they don't know what it is. Later, projections say the technology isn't ready, the users aren't ready, the market isn't ready. Tapioca publishing becomes a footnote to history.