Hi Nick

I agree, and the notion of “incubation” is an important one. There’s a sense in which these ideas and concepts need to be given freedom to run on their own without too many constraints (or funder expectations!) but you’re right, the transition to service is currently uncomfortable.

Having said that, some of the approaches – say, Brooklyn’s use of direct video capture to YouTube is pretty much full service straight from idea.

I’m sure this particular example wasn’t *quite* as simple as Shelley makes out, but nonetheless there’s an embracing of risk, fun and “fail quickly” that is important here.

Mike