"My {extended family member} has been {mildly imposing verb} for {duration} and {frustrated expression}!"
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Because it's easier to learn sincerity and fake it than it is to have an idea that you actually believe in and can support.
Does that sound bitter? It's not meant to.
The analogy I use is an expedition to the new world. Get funding from the Queen, get the ships and crew, sail to the new world, get the gold, come back, distribute profits and disband.
Really there is no need to pretend to get married, or actually get married, to a business line.
I would be immediately suspect of all the founders that cannot compartmentalize the idea. Save the "passion" for all the employees you need to gaslight into accepting lower compensation.