I'm genuinely curious about what happened to these guys. A lot of people act like Incineroar was the shill of Gen 7 since the beginning and totally forget about them:

>Hugely marketed during the S/M hype seasons with their dual evolutions
>Said to share a secret with the starters that was never revealed and probably never will
>Rockruff was the main Pokemon of the protagonist of a promotional manga for S/M games
>Get heavily marketed again for USUM with the third evolution form.
>Also get a unique Z-move for USUM
>Third form is literally Ash Greninja 2.0
>Night form manage to be in the movie even tho it have 0 reasons to be in and never do anything
>In the anime, Gladion get night doggo for no reason, then Olivia get day doggo, then Ash get special doggo as his first evolved mon

Despite all of that, nobody seems to care about any form of Lycanroc anymore. In the anime, Ash's Lycanroc was teased to have a major role with its berserker mode, but it quicly take a step back for other Pokemons such as Solgaleo, Torracat or Poipole and neither really do anything again.
It manage to score in the top 10 in Alola's popularity poll, mostly thanks to the hype around its third form, but the following poll, can't even make it in the top 15, while Rowlet, Mimikyu, Primarina and Incineroar are still consistent in their ranking.

So, what the fuck went wrong ?