Re: Shell, I think there's something similar playing out with automobile manufacturers and "mobility". They will honestly give it an effort, but perhaps without the clarity, expertise, or strategy that's actually needed to make it succeed in the long run. And then once it doesn't grow huge, they'll sell it, spin it off, or shut it down, because it was only ever a diversification bet, not their ambition at heart.
See: GM with Maven, Ford with Chariot, BMW with Parkmobile.
See: GM with Maven, Ford with Chariot, BMW with Parkmobile.