That's semantics. They were a BlueChilli startup, originally (LiquorRun, iirc). The notion that you can have a startup with some out-sourced (actually in house to BlueChilli originally) technical capability and a good line of patter is very familiar to a long-term observer of Australian startups in general and BlueChilli in particular. It's not even always such a terrible idea if done well: the place where it's nuts at GSW is how underinvested they were on the technical capability. Neither Hunter nor MacDonald ever seemed to adequately understand this. Hunter particularly seems to have had little interest in anything aside from jazzing the SP.
A lot of babies are going to get chucked out with the bathwater here - one of the reasons I've always been so militant as a non-holder about this company (Bane didn't kick my dog or something). Every tech listing just got a lot harder after their actions.
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Now what, page-147
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