"As an investor that’s a no brainer. Hmm. Let’s see. Should I write off my $2.5 million or put in 16% more ($400k) to see if we can get to break even and maybe

"As an investor that’s a no brainer. Hmm. Let’s see. Should I write off my $2.5 million or put in 16% more ($400k) to see if we can get to break even and maybe find more money and/or find our magic growth curve?" That's the "sunk cost fallacy" (http://en.wikipedia.org/wiki/Sunk_costs#Loss_aversion_and_the_sunk_cost_fallacy http://en.wikipedia.org/wiki/Sunk_costs#Loss_aversion_and_th...). The $2.5M is already gone and so the ROI should be evaluated on whether the outcome is better worth putting in the $400K (while also looking at the opportunity cost).