We have actually done this a couple of times. I think the problem is that we each time sit there thinking oh we could just make it simpler. But in realty what our original idea was and what we need to be are different. it'd seem the market is not rich enough for what we want, and that we need to try another approach, even if it does abandon our original 'core idea'. I look at it like many of the start up stories which are we started with idea X and ended with A.

The original idea is sound, however we cannot find a way yet to engage the user enough to make it work. I stress yet, as we all agree there is a way, we just aren't sure the way to flip it so the user is engaged. it is a hot topic, just a difficult one to get people to act on.

We keep rethinking our idea, and is just apparent that at least while we try to get the original idea some spice, we need to deviate for a while to raise money. I understand this isn't optimal, but made need to be done.