I was really moved by this example of Stuart Butterfield. He was building this game called Glitch, a world building game that he described as Dr. Seuss meets Monty Python meet Boorhays. But the issue was that around 95% of the people who visited the game, who actually came to play the game, played for like seven minutes and left, and then never returned. This is exactly the decision most people don't make, right? It's a hard, it's a really hard decision to make.