Boring here means more of the same. Every cool new startup is selling a product that has existed for a long time, but with a fancy website. Uber is a taxi with

Boring here means more of the same. Every cool new startup is selling a product that has existed for a long time, but with a fancy website. Uber is a taxi with a website. Airbnb is a hotel with a website. Facebook is having friends in a website. And that's not to say this is necessarily bad. As OP points out, it's this boringness that can lead to success for businesses. I as a consumer am not looking to radically change my life. I am looking for iterative improvements to convenience, etc. That's what startups often offer: an existing service but a little cheaper and a little more convenient.