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Explanation: I know it's a bit of a departure from the original, but I can't help thinking this is the sentiment being expressed here: they've clearly got a huge investment, so they really need to get involved...
"can't afford to miss the boat..." would be in line with Ana's informal "on board" analogy, but I have slight reservations about the register here...
Seems to me this is a band-waggon they need to climb on, but don't actually want to say as much!
The equivalent English expression "They owe it to themselves to...", although probably not directly usable here, seems to me to convey the right degree of imperative.
Tony M France Local time: 09:39 Specializes in field Native speaker of: English PRO pts in category: 310