It was with this conclusion that Bob realized that his product was not a viable choice for his existing user base, which accounted for the majority of forecasted sales, and that he would need to change direction and somehow reach a new breed of audio consumers. It was clear to Bob that IQS was unable to maintain its own weight, and still provide the necessary resources to carry the marketing campaign needed to attract a brand new audience. Feeling conflicted about the current state of IQS, he found himself facing one of the toughest decisions of his career.

'Bob the business owner' was greatly concerned about the survival of his company and maintaining the loyalty of his user base of ten years.

'Bob the visionary and artist', believed so strongly in his vision that he could not allow anything, including his own company, to compromise SAWStudio's future or stand in the way of its progress. 

His passion for SAWStudio's success won out, and Bob boldly let IQS go in November of 2001.