It seems difficult to analyze the degree of ambition in any given startup from PR. Although ambition makes for a good story, it doesn't necessarily sell product

It seems difficult to analyze the degree of ambition in any given startup from PR. Although ambition makes for a good story, it doesn't necessarily sell product/get users. So it seems, early stage startups focus on simple messages which the audience will understand. Look at the evolution of PR coming from Air BnB over time.