They study aspects of this phenomenon in UI design. There is a constant struggle between power users and novices, and a good UI absolutely cannot cater to both. Which means that over the life of a product, its UIs will tend to get more complicated and inscrutable as your user base levels up. Adobe products are often cited as prime examples.

This, of course, makes on boarding and new user acquisition harder, and can severely limit product growth. And this also leaves space for simpler products to come along and cater to the novice market. Or, companies can fight this tendency, and remove features, or make them harder to use, in order to cater to less demanding demographics.

What I'd be curious about is what spotify looks like as their market share levels off. Do they keep catering to the automatic playlist crowd, or does their average user get more sophisticated over time?