Also, ironically, the pitch was supposed to be a win win: If we cut out the middleman and stop spending so much on sponsoring athletes and sports, we can pass t

Also, ironically, the pitch was supposed to be a win win: If we cut out the middleman and stop spending so much on sponsoring athletes and sports, we can pass those savings on to customers, bringing us more sales at lower cost to consumers and higher margin for us because our cost structure is lower. Turns out people don't always want lower-priced products.