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Controlling the Software Stack
We have to make sure we integrate in with the best in class platforms, but by controlling the system it just allows us to be the arbiter. The thing about controlling the software stack is we get to continually make it better. Each every few weeks we have a new self-release that either adds features or addresses gaps. We listen to feedback, our head of software development is on Reddit all the time. It's great to get the feedback and then we will be at drives our software roadmap and make sure we're delivering what customers want.