I haven't used hey.com but reading various people's reactions (and how those opinions changed over time) this analogy is more real than you probably realize.

Like a Lambhorgini, it's very fancy, absolutely excellent first impression. You're impressed. And then a few weeks later it becomes the new normal, and you are more hobbled by things like how low the car is, how limited you are in driving it, how nothing else fits in the car. A few people have gotten tired of hey.com already because it is too controlling.

Again, I actually haven't used it myself so I don't want to just state these as facts, I just thought the analogy was even more apt.