Everyone, from Amazon to Google to Martha Stewart, has been lauding the benefits we’ll all reap by the use of drones, and there’s a gold rush on to cash in on the technology. But beware: The trend has all the hallmarks of a bubble-in-the-making, the contemporary equivalent of that symbol of the excess of the millennial tech bubble, the now-defunct Pets.com.

The latest publicity blitz about commercial drones came in late August, when it was revealed that Google’s Project Wing has been working on drone delivery for the past two years. The company recently performed more than 30 drone flights in Australia to deliver products such as a water bottle, dog treats, chocolate bars and a first aid kit to a farm.

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