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Fitbit is and was a great company. Exceptionally hard to do what they did, at the scale they did, as cash efficiently as they did.
Consumer hardware is the one area where I agree it’s truly hard to take on the tech giants as a startup.

The cash requirements are tremendous. Best outcome is usually to sell, like Oculus, Nest, Ring, or Fitbit.

But without that M&A there wouldn’t be VC funding for innovation.
That said, those are multibillion dollar exits. And there is Xiaomi, SpaceX, Tesla, as well as all the hardware unicorns (see HAX’s list from 2017).

Still, hardware is hard. Easier to do pure software, especially if it’s your first time. venturebeat.com/2017/08/26/har…
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