As for the other companies that are busy working on the next big thing, they aren't putting too much energy into organizing press events with Blue Bottle coffee and amazing baked goods because, for now, their business models don't require it. They are aiming higher.
"The only way to get much, much, much larger is to focus on being really valuable to to the world," Singerman said. "They're not doing it for fame; they're doing it for a mission. ... Sometimes those things just take a little longer."