There is nothing wrong with Bootstrapping subsequent projects using your last one.

I just believe that there is so little value prop in this (if you are even moderately competent using Google) that I have a hard time seeing it succeed at $10 unless the 37s name pushes it up.

No. I mean that they're one of the few companies that could actually make this work, because of their existing position and network.

I didn't say there was anything wrong with it.