"The longer we worked on the idea, it became very obvious that we were no longer playing to our strengths. Once that happens, it's pretty much a death sentence. In retrospect, it was sort of our own ball and chain. We slowed down and would only swing for the grand slam. It was evolve or die. So, we simplified everything to a point where it almost became too basic. Five years ago, basic wasn't cool enough. We wanted to be cool, which made it all way too complicated. But, what we realized was being cool only had to do with being successful. Base hits could actually win the game and only swinging for the fence will limit your success. A living, tangible product that people could touch, and benefit from, was what we needed.
So that is what we did. We created a real product and sold it. And it worked. I was 29 years old and realized that being cool had nothing to do with a brand name, a company vision, a wicked video, a sweet slogan, and awesome colors.
The only thing that matters is : Is it profitable?
If it isn't, it will be forgotten. "
-Mike Fallat's answer to a question in regards to the future of the company on November 8th, 2013
