I am a bit surprised that the article doesn&#x27;t have any introspection about knowing the market (or not). It seems like the reasoning was: we want some money; women have money; women buy clothes; let&#x27;s do fashion. It doesn&#x27;t seem like there was much of a value proposition for the customer. Maybe the customer <i>likes</i> browsing Instagram. Maybe the customer asks all these questions (stupid questions as well as clarifying questions) to gauge how quickly a return would be dealt with if desired, to establish some info about company knowledge and responsiveness. (Buying clothes online is risky in terms of fit and fabric quality, especially with resellers.) How could a startup cater to the features of the marketplace instead of fighting them?