What Happened to the 100,000-Hour LED Bulbs?

Early adopters of LED lighting will remember 50,000 hour or even 100,000 hour lifetime ratings printed on the box. But during a recent trip to the hardware store the longest advertised lifetime I found was 25,000 hours. Others claimed only 7,500 or 15,000 hours. And yes, these are brand-name bulbs from Cree and GE. So, what happened to those 100,000 hour residential LED bulbs? Were the initial estimates just over-optimistic? Was it all marketing hype? Or, did we not know enough about LED aging to predict the true useful life of a bulb?