Sometimes the biggest firms lose interest in older adults almost immediately. That was Amazon 50+. And some, like Apple, never get started, despite interest from their supporters or an integrator like IBM. Others might get started thinking about a good idea – but within a year or so, executives hold a meeting and one of them says – 'What? What? When did we start to focus on older adults?' How is that a growth proposition, especially for the oldest old? And so the companies get started, move a bit and/or cancel the effort altogether. Or like Google, they focus on the really far-end of the aging continuum – solving death.