I feel like these new Bitcoin L2s can never go anywhere, even those that aren't scams, because they are tied to companies and centrally controlled, even if not strictly custodial. This is probably valid for Ethereum L2s too, zk-rollups and whatnot.

If you're an external individual or company you shouldn't really be investing time and energy and your brand into a thing that is just another company with zero network-effect. You would have to be part of that growing network-effect and you shouldn't do that organically and for free (this is probably why these things always do a lot of "partnerships"), and we need that organic stuff for Bitcoin to work.