I just interviewed somebody who works for mac productivity app that has been around forever. For many years it worked as a simple one to two person operation and then they took some money and started to try and scale the business. But it is an idiosyncratic product that has a small number of highly passionate users. They tried to make it a platform. They tried to sell it in bulk. None of this makes sense for the product and the team responsible for it knows it will never work.