The key belief that myself and Megan held about the business was around how many customers in any given building we could get to use the service. We were not able to replicate that in other properties. When it became clear we couldn't get profitable, our next step was, okay, well, we still have a lot of great customers, great brand equity. Can we sell the business? Ultimately, couldn't get the business sold. Tom: Is there an obvious moment for founders when they know they've just got to fold up to tent and walk away? Sometimes, but surprisingly rarely.