I'm reminded of when Boba exploded in popularity. The story goes there was one store in the food court, then it got super popular, so then there were five store

I'm reminded of when Boba exploded in popularity. The story goes there was one store in the food court, then it got super popular, so then there were five stores, but there wasn't the market to support five of them in the same food court, so then they all folded. There was a market for one of those stores. Increased competition split the market up too much so there weren't enough sales to sustain any stores, leading to a failure of the market to maintain a Boba store in a food court that's able to sustain one.