The scaling limits of today's Ethereum aren't exactly news. There's a lot of work going into improving matters drastically over the next year or two, and some low-hanging fruit that could help in the short term: http://www.trustnodes.com/2017/12/05/protocol-improvements-i...
No, it's not news, but seeing a few thousand virtual cats affect the network and effectively drive transaction costs up 7x in real time really brings it home. It's one thing to have to worry about your competitors gaining traction, and quite a another to have to worry about the modest success of every random toy app that uses the same stack threatening to blow up your cost model.
