1) The auto market is huge, and the players are huge. Competing with Edmunds, Cars.com, Auto Trader, is extremely difficult. Word of mouth only gets you so far. You need a marketing budget, and you can't stop building. Auto Swatch was only ever a side project for us, and that spells failure.
2) Our sub-project within Auto Swatch, the dealership management software, was impossible to sell to dealers, even though we were cheaper than their system (usually http://carsforsale.com). They didn't want to spend any more time online than they have to, and they actually resented the fact that they needed to get their inventories onto Cars.com, Auto Trader, or the internet in general. Dealerships make money when people walk into the building, not when people shop around online for the best price. So when we said to dealers "we have a better online inventory manager for you, and we're cheaper", they said "we don't care if it's better, and it's already cheap enough with our current provider".