Wow, thanks. This is fascinating and it's also a useful outline or storyline for how these sorts of B2B projects come about. Particularly the part about how their current provider couldn't or just didn't want to provide or develop new services or perhaps just didn't see the customer base developing. Driving a wedge between big enterprise solutions and "move fast and break things" guerilla solutions.

[EDIT: Just wanted to add that I'll definitely be circling back to read the rest as you finish it and the lessons learned.]