The founders are just focused at earning money in my opinion. They realized that what is most important at the business world is earn money very early. They moved away from the initial concept of startups to a more like enterprise thinking. Different worlds with different priors. A startup focus on product, an enterprise on investors. And the most important thing, a huge part of the game comes from luck, but most part of the initials tend to think that it´s all about their skills, and, because already did before, they can do again ... it´s not like that. It´s not just about your skills, but about luck too ... so what they need to do is just shut down that try and start the next. Ouch ! But there´s a problem ... they are no an startup, they are an enterprise so they have to act like that, they need to do what they do instead, so they probably have to stick with the mistake until the end.