You know what it really is? It's a bunch of product people, all of who want to be Steve Jobs II, looking at the handful of innovative products Apple made over the last couple of decades and trying to achieve something similar results every single quarter.
The problem? We've raised a whole generation of people who think that's not how you make products people love. We've have a whole generation of people who focus 100% on the ideation phase and 0% on the nurturing and responding thoughtfully to user feedback.
This fits into a larger theory I have that basically disruptive startups are the weeds of the ecosystem, but they aren't old growth trees. Call me old fashioned but I'm looking forward to the day "disruptive" companies based on "growth hacking" are replaced by some giant redwood trees that will stand the test of time as they (slowly) soar into the sky.