(keitai-l) Is the i-mode content biz hit based?

Hello,
As I understand it there are roughly 50,000 i-mode content services out 
there. I find it extremely hard to believe that more then a handful of 
these services even breakeven. My question is this business hit based or 
not? Do certain services become hot, and then spread like wild fire for a 
while? Is it a never ending "can you top this" game where content house 
womp eachother over the head trying to outdo eachother?