Businesses that don't create an urgency queue for buying are normally not profitable. The opposite is Rolex, a business that has barely innovated its product in many years. A Rolex today looks much the same as Rolex 50 years ago. It's made from the same materials,. It's made pretty much in the same place. Now Rolex is massively profitable, something like 70% margins. So this is the difference between being oversubscribed and having logic emotion urgency. And when you bring it all together, explosive. Nice.

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