Don't worry about making the business "defensible". Worry about making the business work in the first place. If a competitor comes in and takes 50% of the mark

Don't worry about making the business "defensible". Worry about making the business work in the first place. If a competitor comes in and takes 50% of the market, that might be frustrating, but it also means there's a market to fight over. Look at wordpress -- they probably make a lot of money with wordpress.com. But there are also 1000s of other wordpress hosters out there. That doesn't harm Automattic -- on the contrary, without the huge ecosystem around Wordpress, nobody would know that it existed in the first place.