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A certain percentage of developers become unhappy with salaried development over time (typically it’s shortly after they’re asked to manage people, or maintain legacy code), and they dream of breaking out of the cube walls and running their own show. Some choose consulting, but many more inevitably decide to build a software product. “After all,” they think “you code it up and sell it a thousand times - it’s like printing your own money! I build apps all the time, how hard could it be to launch a product?”