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I'm genuinely curious as to what gave you the impression that he intends to try again. I read this as a brief little memoir of a man who has since moved on to bigger and better things.

That's just business. I can't think of any business that's not set out to displace some other business, whether by competition or simply elimination.

Competition is fine. Deception, though, is more problematic, and if multiple pitches depend on it (like market a service to brokers to get their info but don't tell them the plan is to eliminate their jobs), people will be on to you if you aren't a very good sociopath. Perhaps look for more win/win opportunities.

What are you talking about? I don't see any deceptive companies. Most didn't get to the point of having customers to deceive.

Startups changing their plan is normal and expected. The investors have board seats and leverage if they don't like the pivot.