In reply to Robin.

Robin you are correct in saying that having a self-hosted solution would satisfy the 3 points JJJ outlined, BUT you are missing at least two big user cases.

1. Users who are not technically able to self-host.

I think that speaks for itself. Some users struggle to install vanilla WordPress. A Flox-type thing would be a big ask for those users - think of all the configuration etc. Not to mention the hosting aspect of it.

2. Customers who are technically able to self-host but it is more cost effective to buy in a solution.

This is where I think Flox has a shot at success. Companies or groups, that choose to buy in a solution. Not because they are unable to build something similar self-hosted (it would take time) but because a monthly fee for an off the shelf product makes more business sense. Putting the development/setup of a self hosted solution aside, think of the time maintenance / support / updates / security takes up.