I will never forgive Dropbox. I spent a decade evangelizing them as the way to do cloud file storage to all the tech-illiterate people in my life and then Dropbox decided to limit free accounts to three devices. The sheer number of pissed-off and/or confused phone calls I got from all of those people was enough to make me wish eternal suffering upon the Dropbox executives.
That is basically the dictionary definition of cashing out social capital: be so good that people evangelize your brand, then start aggressively putting profit first once you reach a critical mass of public awareness.
