The thing is that these guys are already part of a company with a different product and revenue stream. This was kind of a 'what happens if we change our product and audience' exercise, and fortunately, instead of spending months wasting money to find out it wouldn't fly, they spent a few days. I guess if they weren't already doing other stuff, soldiering on and seeing what happened would be an option - provided you have some way of paying your rent while doing so.