If you haven't seen Gartner's Hype Cycles, (by Gartner)I suggest you do. It's especially handy if you find yourself being a typically excited about new technologies and start ups. (I'm one of them.) It will serve to temper your expectations and provide some perspective.
If you're in a startup, where does your business fit in? Knowing how other companies have gone through this cycle can give you some ideas in how to market your brand. Tell me what you think in the comments.