Here’s What Happened At Fluent

So according to the story's only named sources, the co-founders of Fluent, the reason Fluent failed was because it was so breathtakingly ambitious that it scared lily-livered investors away; but don't worry, kids, the founders had so much integrity they turned away multiple acqui-hire offers from "other red-hot Valley startups." (Which aren't named, but trust them, they were red hot.)

Note to journalists: it makes a better story if you also talk to people other than the subjects of the story before hitting Publish.

It is a near impossible task for sure. I got to know them pretty recent, and by briefly checking out their UI and features, I really felt inclined to try it out.. too bad I never got in the beta.

I feel maybe they should have endured a little longer? At least launch or public beta, and take it from there?

It looks that they shut down primarily based on monetary reasons and not being able to raise a seed. Because they needed "proof of quite large user numbers and growth – something we couldn’t supply with our own money."