Am I continuing because of sunk cost?

A project you have invested a lot in and keep not cancelling.

Check whether I am continuing this only because of what I have already spent.

1. Ask me the clean version of the question: if I were starting today, with no history and no investment made, would I begin this? Answer it on my behalf from what I tell you, then say how confident you are.
2. Separate the arguments for continuing into forward-looking ones (future value) and backward-looking ones (effort already spent, commitments made, how it would look). Only the first kind counts.
3. Which of my stated reasons are really about not wanting to admit a loss? Say it directly.
4. What would stopping actually cost, as opposed to what it feels like it would cost?
5. Give me a recommendation: continue, stop, or change shape. Pick one.

The project, what I have invested, and why I am hesitating:

Assumptions and reasoning. Digging out what you are taking for granted, including the sunk cost you keep not naming.