Reminds me of the supposedly botched Nintendo 3DS launch, which Nintendo has recovered from and grown the 3DS handheld into a big success.
If you've got the right product, in the right market, an unremitting focus on it, and deep enough pockets, you can turn things around and quickly.
Rakuten's reach in Japan is huge. About 90% of Japanese online users have a Rakuten account. I'm not sure if even eBay has that kind of reach in the West.
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