The investors have to have some way to convert their ownership in the company into liquid assets at some point. Either that's on the open market through an IPO, by another company through an aquisition, or maybe Ello can have enough cash-on-hand to buy back those shares or pay dividends to their investors.

If there's other ways, please tell me; I'm genuinely curious about this! But as far as I can tell, even "run[ning] an actual business" has to have some sort of "exit" for the investors. It's my hope that Ello can buck the "acquire or IPO" trope, but their investors have to be on board with it. And with $5,500,000 invested, even the most patient investors have a limit.