Similar story here.

Even though our ovens actually work fine, the problem is a new competitor: OpenOven. Their oven is completely free, and on the Italian forum everyone talks about them. It has even way more buttons than ours (most don't work very well, but the community loves it).

We almost sold to MrBaguette, one of the biggest bakery chains in the world, as they wanted new oven supplier for their next generation of kitchen. Their chef tried our oven and loved it. But in the end they went with the pricier one from Corporate Oven, because some VP thought we were too small and worried we wouldn't supply them in 20 years.

I started OpenOven in my free time of which I had a lot when I was still studying law. Ovens were always something I was interested in and I created FunkyPizzaHeater, as it was named when I started it, only to play around with the tech. I published it on the Italian Oven forums and it really hit a nerve, there were immediately 2 people who took the design a bit further. People tried building them and posted photos, there was a lot of discussion and eventually we agreed on a new name and moved the OpenOven project to github. It was still a project for oven enthusiasts who liked lots of buttons, until it was miraculously featured by a slightly weird but lovable YouTuber with 2 million subscribers who suggested OpenOven to anyone to finally get rid of corporate big oven.