I've encountered a couple of these companies

Seems to me it boils down to the same thing as a record company:

Are they offering enough investment to fund what is required?
Are they asking for a fair share in return?
Do they have the relevant expertise to run the project?

Because the model is new the answer to all 3 questions seems to differ wildly from one company to the next.

I think raising money is increasingly difficult for everybody, but it is possible to structure things so that the funds are independent of the fortunes of the company.

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Thank you SM - I'd switch it but I'm technologically incompetent!