This will lead to what we're going to talk about in a second.

Yeah, exactly.

So I, about, it's just over a year ago now, I'd been using DuckDB for a whole bunch of little fun things, right? Because anytime anyone sent me an Excel spreadsheet, it was like, oh, that's...

I can do it in SQL now.

I don't have to worry about Excel.

And, you know, the GitHub Copilot thing had started and we were deploying that with our teams.

And it was clear that, you know, if you go back to sort of summer last year, that this Gen AI thing was helping with software engineering.

What's that about?

Yeah

... and it's really interesting when we looked in as well, when we think about luxury goods, that animals in the past would also value the principles behind luxury goods.

So they would, if there was feathers that were brightly colored, they would gather them up.

If there were snake skins that were particularly distinct that they hadn't seen before, they would gather them up.

And bones and feathers that looked unique and beautiful, they'd collect them.

So kind of, so kind of our ancient ancestors have been kind of collecting these kind of luxury goods, s- you know, scarce, rare luxury goods for a while, um, often because they can help to display some of these signals.

So, so we have the costly signal as the first one.

So, um, that aspect of stepping outside of what someone thinks should be the, the sort of, like, logical course or what should matter and asking some better questions so that we can identify maybe it's about performance and not just about fitting in, right?

Any things that you can think about that did that?

Wow, that's a good one.

definitely trials and tribulations for sure um you know I think uh coming from you know the being a craftsman and getting into the industry I want or getting into business I should say um I really couldn't consider couldn't have considered myself an entrepreneur I didn't know anything about running a business I just um uh I just jumped in because I didn't want to be working for other people making other people money all the time and I quite frankly I thought it was easy um and uh I learned the hard way that it's not so easy.

One thing that's changed everything for me is asking better questions, I guess, is the way to sum it up.

Realizing that it was OK to ask questions.

I kind of, you know, for a majority of the time, for many years, really just sort of sort of speak at my head down and grinded away, you know, and, uh, I didn't know what I didn't know and things never seemed to get better.

And then I finally smartened up and started asking better questions.

That may not have happened.

So, you know, what, what does that mean? Who's the primary customer you're building for?

Y- you know, um, a little stat first.

Furniture as a category, a retail category, um, is giant.

It, it's actually bigger than, uh, movies, music, and video games combined.

It's a large category.

Um, so it has a large shopper base.

What we realized, and I think part of your, um, sort of supposition around this business, uh, or, or this conversation, is that, um, choice is not the problem.

But what, what else, you know, what else is a measure that, that may be, you know, either non-traditional or, you know, how do you measure that, that decision layer and, and know that you're giving people the right recommendations?

examples.

I mean, what's great about when people start working with behavioural science, it does two things.

It helps you.

It gives language to understand things that you instinctively know.

And then it also introduces some totally different things that you wouldn't.

Yeah.

So one of them is, you know, the idea of leverage.

Please tell me about the IAG case study.

Yeah.

So existing known furniture partners, and we partner directly with them.

We have direct relationships with north of 70 partners now in the US.

And then from a shopper point of view, it means that you can show up, we have an amazing AI site interface that helps you semantically sort and find what you're looking for.

So you can be as honest as you want.

You could tell it that, you know, you have parents moving in, and you need to redo a spare room, and it'll help you curate that experience.

So we try and truncate the, the journey, build trust along the way, and then we encourage people to shop multiple retailers and check out from one cart.

Yeah.