I understand that concept, but there are better ways to do that. Nobody is shocked when an Area 120 app (or a Microsoft Garage app) gets shelved, because those

I understand that concept, but there are better ways to do that. Nobody is shocked when an Area 120 app (or a Microsoft Garage app) gets shelved, because those are "brands" specifically for Google and Microsoft to experiment with startupy apps. But when Google decides to put their main brand behind something, announce it to the world, start collecting signups, only to shut it down, that ends up continuing to burn the company's reputation. In this case, it also represented a significant partnership with a major bank, which may have burned some bridges along the way. And bear in mind, in this case, it sounds like this VP had 3,700 employees under him... hardly a trivial cost of all the wasted effort.