I think what Troy actually wanted was resources and support and management for his vision of the future HIBP. That’s not usuallY what a sale is, and it sounds like he paid a lot to learn that lesson.
It seems to me like Troy treats HIBP as a mission, not a business, and in the US at least, a nonprofit would be an option to organize financial resources around a mission. As a private company, he could seek investment from like-minded folks with deep pockets, but that would likely come with external pressure to show a profit.