This rings so true. My company has been involved in several tech products created from scratch (we did the majority of the tech work), but the party/ies paying for the product/s were not willing to put enough capital into marketing. All of them have failed, which (despite us being paid for the work) has been extremely disappointing each time - aside from losing the potential for further equity/royalties in some cases it just sucks to see your “baby” die off.