Understand that they would have assumed some loss in the front of nationwide rollout, but they seem to have overestimated adoption and underestimated the costs

Understand that they would have assumed some loss in the front of nationwide rollout, but they seem to have overestimated adoption and underestimated the costs required to rollout. The one thing they did right, imo, were t-shirts. Compared to billboards, TV commercials, etc. a well-designed t-shirt lasts a really long time and gets more attention.