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This kind of thing usually happens when someone has a really good idea (A truly good idea, or good in their own head), and then announces it before doing enough research. Sometimes it turns out to cost alot more to develop then people plan, or they hit unexpected road blocks which might be too expensive or time consuming to go around. Sometimes a "great idea" is hyped just to get investors in on a deal, or is hyped to market-test an idea before development. We've been there, done that, learned our lessons, argh....painful.
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