If I may be as bold as to ask; Cautious Optimist, would you be so selfless as to permit yourself to lose £2.5m a year on this? It would take a rampant optimist really to see past the problems and label those who can't as selfish.
Yes - if there was the means to make profit from other areas (which there is), you don't give up on something just because it isn't working now when it can be made to again in the long term...
