As a developer i know the frustrations of developing something, then while in the middle you realize ways of making it better. So you revise and redevelop. When this process loops its called development hell, and is quite common.
The solution is, to finish a product, even if its not the best you can produce, and release it. Then release another product later as V2, or an updated version, so at least something gets released.
Sometimes it comes back to bite you if you release something thats too buggy.
In this case its a physical product, not software, but it seems like Alex is still stuck in development hell. He wants everything perfect before the release.
He needs to release a product, then come out with a better version later. This way the first version gets bought, and you have a reason to buy the second one later. This is why we have a new iphone every year....
Alex, get out of development hell, and just release the damn products already.
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