There has been a growing bubble of using software and apps and pretending to "disrupt" traditional real world markets that has been there for years. I suspect a big part of that bubble was dunning-kroger effect of software engineer's arrogance, investors extravagance, and willingness to burn cash fueled by prior experience with actual software companies which spilled over to optimism about being able to do the same in traditional markets.
AirBnB, Uber, Lyft, Grubhub, other food delivery apps, WeWork, Tesla. They are all examples of what happens when you judge a traditional business from the rose tinted glasses of software companies, almost ignoring the efficient market hypothesis about these traditional businesses long before these "disruptors" came along, while exaggerating the value the software part really provides.