Why did plus bikes lose popularity?

Several factors converged: standard trail bikes adopted wider tires (2.4–2.5") that approached plus-level traction for many riders; the weight and rolling resistance penalties of plus wheels were significant; some riders found the tall tire feel vague at lean angles; and the industry moved toward 29er dominance for trail and enduro categories. The plus format didn't fail—it was simply more niche than initially projected. Riders in loose terrain regions still benefit enormously from plus tires, but the format isn't the universal upgrade that some marketing suggested.