How a company goes from totally sold-out to totally shuttered in just two years. Allbirds, according to Allbirds, makes “the world’s most comfortable shoes.” Thirdlove, according to Thirdlove, makes “the best-fitting bras.” Brooklinen says they “do sheets best.” Ritual vitamins contain “nutrients in their best forms,” and buying a Quip toothbrush will get you “the best experience at the best price.” The direct-to-consumer landscape is expansive, but no matter the product category, a startup’s promise is almost always the same.