Almost invariably, they spend too little time often using sub-par pursuits/techniques and end up not accomplishing anything or justifying their previous biases that allow for maintaining the status quo.
This is understandable given the constraints of deadlines and funding and the difficulty in finding the right things to do in the right order. It's unfortunate because it frequently leaves people with the impression that nothing works.
(Exceptions include books like Born to Run, Moonwalking with Einstein, etc.)
Beginner's gains ?
People are working right now on replicating some classic BCI paradigms with these consumer headsets (i.e. motor imagery and the P300 speller). These are slow and require training to use, though.
What I think is more promising in the near term is using these devices to passively influence software. Like in Muse's app, EEG could be used to determine whether you're engaged, distracted, fearful, or frustrated. This affective data could lead to a whole host of interesting possibilities in gaming and health.
Eight instructions to eventually accomplish all tasks involving information. In some circles, eight whopping options might be considered luxurious.