How "painfully" self-centered. It's not about whether you consider it to be enjoyable or easy. It's about what Colin is likely to experience. And given his past reluctance to listen to similar Tarsnap related business advice thrown his way numerous times over the years, one conclusion we can draw is that he fully understands what the options are and he simply doesn't believe he would enjoy the change. There are other possibilities for his lack of change, but I didn't hear you suggest any.