I follow JHS as a fan of Josh and his humor, r&d and marketing skills. As a even smaller gear business-dude many of his insights are super real for me. I also respect his reverence for gear history in his sector and what I perceive as honesty and integrity, though I know some might argue that.
I know how difficult it is to bring ideas and innovation and try to constantly rejig old ideas to develop fresh products... some of you see I too can get terrifically excited about as possible gamechangers, almost to an obsessive level. Then, for various reasons, watch it fall a little flat. Developmental effort and costs are a fair bit easier for me, bit it still stings for sure. When I make a mistake it might cost me up to a thou, for him it could run into a mil.
It's hard to not feel the disappointment and try to rationalize/ realize the market is always right. Having to keep resetting and re-thinking to move the ball forward isn't easy... But part of the fun IS the challenge. Knowing I am equipped to be able to keep doing that, building off a strong base of tested designs and loyal W-H warriors (thank you!) keeps my head in the game.