It is very easy to see why so many startups have become clichés - the circle-jerking over one another, similar pitch language and identikit video presentations.
That's just for starters - roll in the now omnipresent, clever-scrolling websites and obsession with raising money (and not talking about revenues), and you have a proforma for the modern tech startup.
Okay, slightly unkind, but there is an element of truth to it all.
The current buzz around the "sharing economy" means that everyone now wants a bit of the action - the "Airbnb for.....", the "Uber for.....", etc, etc - with many an earnest pitch talking about how a service will change how we do X or Y "FOREVER!".
Luckily not everyone takes it all so seriously.
Here you go, just for fun:
NB: No sharing economy startups were harmed during the making of this video.