> That's not my point. My point is: if they want to fork it, it will be expensive. I specifically said it would not be easy. But as the difficulty factors go,

> That's not my point. My point is: if they want to fork it, it will be expensive. I specifically said it would not be easy. But as the difficulty factors go, WPEngine is in the best position to pull it off. They have an existing customer base, probably many of whom are concerned that their websites may be "updated" in undesirable ways. And for those unaware, the magical appearance of SCF in their install(s) will let them know. Beyond the pale IMO, messing with my website in a surprise way like that... Giving these folks a clean off-ramp is a no brainer, and they may well be able to charge extra for the peace of mind. It's an easy idea to test. Do you actually work at a startup? And you are overplaying the branding thing a bit IMO. I sit down the hall from a team of five guys that crank out a new brand in about 2-3 days. All the time. And their work is pretty damn good. And I mean all of it, graphics, brand names, websites and product renders. Videos do take longer.