And as far as I can tell, there are around 20 companies offering exactly the same thing in this space - most of which have been around for a couple of years already.

Not sure it's a good idea to pivot into this space.

Ideas don't have to be original to succeed. Not at all. Having an original idea doesn't even give you a leg up. It's all about execution and having an idea that is at least desirable.

That's what Alex is trying to do. He's trying to find that mix.