Enjoyed reading the article and I am sad as well to read about any failed startup but especially British ones.
I've tried at various points over the past 2 decades and can confirm: trying to sell startup software into the UK (and European) market is much harder than in the US.
Most businesses are not open to buying from an upstart even if the proposition seems attractive. There is a 'safety in numbers' mentality (markedly less so in the UK than in other parts of Western Europe but still much more than in the US).
It makes securing the first 10 customers ever more challenging. It is not a trope I'd say, its just a lesson that keeps being relearnt.