After subscription commerce came “content and commerce,” a trend that peaked so fast it’s more of a blip than a full-fledged fad. The idea—tacking an editorial operation onto a store—failed to increase profits for most startups, and last year the leader of the pack, Thrillist, split its e-commerce and media businesses. Founder Ben Lerer conceded to technology website Recode that it was “not the most productive” for the two to share resources.