A good point. You could call all those "end of our incredible journey" posts "rugpulls", except the investment isn't financial but the investment of your data on a platform which gets deleted. There are a few extra steps in "Vine sell out and now all your vines are gone", but the overall effect can be similar. Founders cash out, users lose out.

Somehow it's difficult when people invest actual cash money, especially in large sums.