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The Atlantic has an excellent story about the recent bankruptcy of the company that makes the Instant Pot, "a classic labor-saver, promising to turn ingredients into family meals while you clean up, tend to your kids, and do all of the other things you could be doing instead of keeping an eye on the stove."

But there is a problem:  "A device developed primarily to address a particular food-prep inefficiency has a natural ceiling to its potential market, and when one catches on as quickly and widely as the Instant Pot, it can meet that market ceiling in pretty short order."  There also were unexpected limitations on the degree to which the company's owners could expand the brand name to other devices.

It is a fascinating branding and marketing story, and you can read it here.