[diplodocus1]

that's not really sunk cost fallacy? sunk cost fallacy in that case would be not pivoting when it's the best move looking forward, because you already spent so much time building and hiring for x (i.e. the sunk cost, which if not falling into the fallacy you should be ignoring for that decision)

[ncmncm]

You spent a potful of money, and got nothing. You can give the same people another potful of money, or give it to somebody else who demonstrates actually delivering something of value. Only sunk-cost fallacy says to give the former, exactly, another potful. They should get back in line with everybody else.