In recent years, couch-surfing website Airbnb has also been a hot start-up.

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He also has been writing puts against a hot biotech start up called Exact Science ( EXAS), hoping to buy into the stock at a cheap price, but collecting income while he waits for the stock to drop.

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The hot new start-ups are snatched up before they really have a chance to make their presence felt.

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"I had to strike while the iron was hot, " says Ms. Brett, 48, who named her start-up Veronica Brett after an aunt who died of breast cancer in 1975.

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Something to look out for I guess, see if the complaints start up after a couple of months of people holding them in their hot and sweaty little hands.

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