I can see the point about differentiation but it seems like a...

I can see the point about differentiation but it seems like a non-economic thing to do. The first step of any business is creating a low cost Minimum Viable Product and then creating proof of concept before scaling up. They could have imported some Canopy product and seen if there was a demand before spending (approx.) $5m plus to create a de novo product. Again, we have to ask is this optics or is it just poor decision making?