It's not our first rodeo in the space though. This is the 3rd different approach in 8 years and it frankly bores me that the only constant in that, is the involvement of people who make the wrong decisions.
IF I thought that we'd see this through, I'd probably grit my teeth and at least try and be enthusiastic, but given the context above, I can't see why anyone would think "this will have a pay off". It wont. A wantaway owner covered by a bargain basement exec team is not going to lead to longevity in any approach, it's mad to think otherwise.