globecanvas

You have invested a tremendous amount of your time and money into creating the brand of Battenkill. It's natural for you to feel that it therefore has value to you. But if you walk away from the race and it ceases to exist, it has no value at all.

I say this frequently in various contexts, but sunk costs are a myth. The value of Battenkill, the brand, is whatever somebody is willing to pay for it. That value may not match your perception of what it's worth, but simply discarding it is effectively discarding whatever value it has. And if it sits on the metaphorical shelf waiting for the market price to converge with the perceived value, it depreciates every year. Like an empty house.

I'm sure I'm not telling you anything you don't already know. Value is relative and fragile.