Cast your mind back a month or so, and there was one thing on everyone's minds: Pokemon GO. For a few weeks, you couldn't walk down the street without encountering someone ambling, eyes glued to their device, trying desperately to gather enough Magikarp candies to obtain that sweet Gyarados.
But the honeymoon period for Niantic's sensation is most certainly over, as a recent report from Apptopia suggests it has shed more than 10 million daily users since July.
Inevitably, the question on everyone's minds is exactly why - what happened that turned a multi-million app sensation into a fading trend?
The first port of call is undoubtedly at the doorstep of developers Niantic. Although recent updates have helped, the app has been plagued with game-breaking bugs and glitches from its launch, from freezing screens resulting in lost Pokemon, an inexplicable inability to log in to a sluggish, unresponsive user interface. If you were lucky enough to successfully log on to play the game, you'd be even luckier for it to run smoothly.
Next up is problems within the community. In mid-July, just ten days after the app's official release, servers were taken down, with millions unable to log on. Yet again, one of the worst ways to alienate your playerbase is through their inability to play, and although this wasn't strictly Niantic's fault, it's definitely contributed to Pokemon GO's fall.
The next misstep that has resulted in the app's fall is the marked over-saturation of online content revolving around Pokemon GO. During its mid-July heyday, it was impossible to go anywhere without seeing mention of this game: Facebook and Twitter were flooded with posts about gamers' latest catches, YouTube was rife with 'Pokemon hunting' videos, and companies were getting in on the act too, slapping a Pikachu onto their advertising campaigns and hoping for the best. This kind of over-exposure is certain to turn somebody off an idea, especially those that need convincing.
Perhaps the key reason as to why Pokemon GO has lost so many players is that, well, that's what the Internet is like with trends these days. At the start of this year, you couldn't go anywhere without hearing a reference to the 'Damn Daniel' videos, and this summer, social media has been dominated by Harambe memes. In some ways, Pokemon GO is just like a meme: world-conquering one minute, but irrelevant and dated the next.
Despite this, Niantic are soldiering on, with frequent updates introducing new elements to the game, but for many of those 10 million lost users, and undoubtedly more to follow, it may just be a case of too little, too late.