The $700 Juicer hailed as the first cold press juicing system for the masses. It promised health, wellness and a world where a glass of freshly squeezed juice didn't require you a blow up your kitchen with fruit shards everywhere.

Though ego would have it, the Founder Doug Evans found himself in a trap that many Silicon Valley CEO's often do. Where they start to think they're Steve Jobs. and from there I think you can figure out the rest.

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