Whilst I appreciate the general sanity of most of your posts, I'm afraid to say that you are either talking bollocks here or have zero business sense.
Want to know more companies that had an 'unsustainable business model' that will 'never yield a positive return'?
Pretty sure that they are doing ok for themselves.
Research something called "Get Big Fast", it's how most modern consumer based businesses have worked.
For those who can't be arsed looking it up, it's an economic theory that states that making a company very big, then finding a way to make money is far easier than making money small and building it up.
It's common sense when you think about it.
EDIT: You should also look up something called "First Mover Advantage" and how City will plan to take lessons from this (the so called "Second Mover Advantage")