What makes you think they haven't been marketing pre launch. Sep-Dec spent 528k on advertising and marketing. Given their cash balance at the time I would have thought that sounds about right and pretty responsible with the use of funds. Obviously they are doing something right or we wouldn't be having any conversation about Shopify and Wordpress.
Although I believe sorting out bugs along the way is par the course, but using up millions in capital on marketing pre launch may not necessarily be the wisest of moves. .
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