>>21640519
Riding cultural fads can be dangerous because investing capital into expansion ends up being a net negative when the fad ends. You have to be sure that your sudden cultural relevance isn't going to end as quickly as it started. Companies that expand when they become a fad often end up worse off once a new current thing comes along because they are burdened with the debt they incurred to expand and no longer have the sales volume to justify the higher capacity.