I think it was a combination of: -People don't value privacy as much - outside of a niche. -Building hardware companies is hard. Its harder when you're compet

I think it was a combination of: -People don't value privacy as much - outside of a niche. -Building hardware companies is hard. Its harder when you're competing against big brands like Apple and Google. Its really really hard when you're trying to displace something as personal as a smartphone. -There were key strengths missing in design, branding and marketing which counts for a lot. Something thats less ambitious might have succeeded, but this seemed like an all or nothing play.