3D Robotics (3DR) had raised nearly $100 million and wanted to build the perfect consumer drone. That effort nearly destroyed the company. Sidenote: My office has repeatedly looked at 3DR drones for our own use and nearly purchased twice before finding that they were pulling the plug on each of them so support would be hard to come by. They had some very compelling offerings, but like other companies were getting killed in the market by DJI. As my coworker says "price is king" and DJI was pricing to win.