Why didn't they think "Oh geez, our idea isn't that revolutionary and anyone, including companies such as lyft or Uber with giant pockets can come in and swoop our lunch?" That should be the first day conversation. I am sure they had that, it would be stupid to not have, but the stupid part is about unsustainable growth whilst ignoring the competitive landscape with delusion. I know retrospectives are always easy to…
It's a well written, extremely well summarized postmortem. Of course it's obvious after the fact what they did wrong. You're shooting at an empty goal and, frankly, it's not very interesting.