Do you have any examples? The "10x more users" thing sounds suspiciously like social network sites, but the expert opinions I've heard on those have suggested

Do you have any examples? The "10x more users" thing sounds suspiciously like social network sites, but the expert opinions I've heard on those have suggested that the failure wasn't a lack of traction but bad policy. And that's before the complete lack of monetization, a business model that didn't seem to really take off until Google figured out how to do it well.