In that case they lost because their conceptual model was so complex that even a reasonably technical user trying to sign up would give up trying to get an acco

In that case they lost because their conceptual model was so complex that even a reasonably technical user trying to sign up would give up trying to get an account, trying to figure out what a "hub" was and how you would get one. And I mean that on top of network effect. And the fact that it was mismanaged. And that it was mostly vapour-ware. It hardly had a chance.