The new business founder described by Bruyat has a bounded rationality and progressively commits himself or herself to the process until total commitment. This escalation of commitment leads to a stage of near irreversibility (except if the individual opts out) and leads individuals to focus increasingly on their projects. Going back therefore becomes very difficult, even impossible, given the costs of disengagement (financial resources consumed, social costs through the partners involved, costs in terms of career, psychological costs and cognitive dissonance).