During the initial development phase, a company launches a similar service and beats you to the punch. The amount of press they receive is discouraging, but you shake it off and continue. A month later another service launches, but this time nearly identical to yours. Strangely, all of this occurs in the course of one summer.
In this particular case, you've completed maybe 50% of the total work necessary. You have a real concern that the service may be perceived as another drop in the bucket, the impact of a launch has been diminished, and the innovation you expected to leverage has been lost.
Now your choice is whether to keep going and see the project through OR stop and focus on a different project.
What's your advice?