Starting a consumer startup poses two main challenges: first, aspiring entrepreneurs often underestimate the high standards set by successful consumer products and the multitude of failed attempts in the market. Second, timing plays a crucial role in consumer businesses, where incumbents may have an unfair advantage. Understanding the level of excellence required is crucial, exemplified by the success story of Google, which gained millions of users through word of mouth without any user acquisition expenses or branding efforts due to its exceptional product that users wanted and evangelized.