There was no thought behind it. Not rational anyway. Hence it was death by Lethal CEO. We the founders were kindly removed from the company not far from its act

There was no thought behind it. Not rational anyway. Hence it was death by Lethal CEO. We the founders were kindly removed from the company not far from its actual demise. And yes - I would take B2B any time. B2C is hard and requires twice the luck B2B does. When you provide a service to businesses, if your service adds value, they will buy it. When you deal with consumers, you have to be trendy, at the right place and time, cool, exciting, amazing, talked about, add value or not - who cares, etc. That startup started as a B2B idea, and morphed fairly arrogantly to a hip wannabe consumer app.