I do realize that, yes. As stated, they are a startup who have...

I do realize that, yes. As stated, they are a startup who have miraculously raised an incredible amount of money at a very early stage. Thats in the past. I'm looking at what they can now accomplish going forward.

In terms of reputational damage, I hate to tell you but even most of Australia's largest companies are completely unknown beyond the beaches..let alone a tiny technology startup named GetSwift. Whats further, companies don't typically announce who their SaaS providers are. Customers will do one thing, choose the best product that helps them make money. If its GetSwift, so be it. While the AFR wants us to believe that this is the greatest discovery in modern times, I can assure you that nobody cares.