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Sounds like they may not have had a high enough viral coefficient as they would have wanted. So they felt like it was not worth investing more in product development or marketing.

Definitely impressed that they had the discipline to shut it down in 4 months.

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I guess one difference between 37signals and many others who launch products is that they have a huge audience on which to promote the product out of the gate. It'd be crazy to tell someone with a small audience to quit on a product in 4 months but if you had 100,000 people hit a homepage and only 10 people buy.. maybe that's a clearer signal.

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