I've commented that a hurdle I have in understanding the TrueCut opportunity stems from not knowing what the competitors are.
DeBonis has been miserable at explaining this.
Maybe he should have one of the TrueCut people do a video or podcast -- something to explain it, and to be open enough to discuss the competitive issues faces the TrueCut team.
I imagine that even executives in the industry are a bit confused.
For video makers, doing nothing seems like an uncertain choice, when the frame rate video is played at varies from device to device and the viewers taste.
Does TrueCut have a direct competitor that's better, or even just as good, but from a brand they know and work with?
Take judder adjustment, example.
For a video editor to be able to adjust the judder in a shot seems like a dream for a video editor that doesn't want this to mar the viewer experience; to be able to adjust what they lose in a shot as they make the judder problem less....what's the trade-off? And for the editor to be the one to decide this, vs leaving it to randomness.
The video editor guys are deep-level experts -- here's a short primer.
If TrueCut helped them, they would use it -- they would go to war with higher-level executives to use it, and the directors would be right there with them lodging the insistence.
...yet....not adoption...and DeBonis needs to explain a lot more before the market has confidence. He's diluting shareholders to pay for the effort and not thinking it's worth it to explain.
The cost -- and it's a cost -- is that institutional money is staying away and this is costing net dilution in a big way.