It wasn't as embarrassing as you might think, because the realization dawned so slowly. Sometime around 2022, although you could argue that it took a few years after that for the expectations to really die down, no pun intended. Certainly by spring of that year, even the most die-hard of holdouts had deleted their Zombie 5k training apps and relabeled their emergency kits "Earthquake Supplies." No one really wanted to admit they were so disappointed…