Reframing the conversation to make founders in this situation re-think their approach is very laudable, and you give very valuable and concrete advice. I still

Reframing the conversation to make founders in this situation re-think their approach is very laudable, and you give very valuable and concrete advice. I still agree with the GP post that 'deserve' is an unfortunate choice of wording. It has the potential to again mislead founders, now in a different direction. Nobody deserves your investment (except some non-profit organizations). Fairness is no significant criterion for investors. You probably just give it to the founders with the best risk/gain ratio. The founders you want to educate might think that they now can say "I did what you suggested. Now I deserve your money". And they will again be surprised if "that shitty company over there" gets it instead.