> the problem with startups is that they're ego-driven

100% agree. This looks like another case of nothing more than arrogance - another case of somebody thinking they know it all, can revolutionise an industry, even though their experience within that industry is basically zero. Some of the choices of wording in there, e.g. "potential for venture-backed disruption", say it all.

It's not far from being that typical problem where someone, without domain knowledge, has that common simplistic thought: "why don't they just..." because it's always so obvious from the outside! In this case, why don't they just buy our software? Turns out it wasn't so obvious after all.

It feels like I've seen several stories on HN from people seduced by the idea of being called an entrepreneur. (Or more accurately, wanting to call themselves an entrepreneur.) Sometimes they keep failing, and just try a different industry instead of taking stock and changing their approach to one that starts with some real learning. Their blog posts make it clear that creating a startup is/was their goal. No understanding that to be successful, your business is supposed to be a means to an end, not the end in itself - do enough research first to create a viable solution to an actual problem. Though it seems in venture capital funding, businesses tend to get funding regardless... it's another world.