It&#x27;s interesting that their views on competition run counter to what YC &#x2F; Peter Thiel advocate for in all startups - that is, avoiding competitive spaces and going for monopolies. Perhaps monopolies are necessary for huge growth and investor upside, but it should be made clear that there&#x27;s obviously space in startups for modest goals like a nice PDF reader, and I hope their employees makes a reasonable living off it at the very least.<p>Not sure if their business model will work out (given the sad state of affairs that is the Mac App Store) but I liked that they were transparent about it.<p>On another note... the Vimeo ad they released <a href="https:&#x2F;&#x2F;vimeo.com&#x2F;145400917" rel="nofollow">https:&#x2F;&#x2F;vimeo.com&#x2F;145400917</a> features a white, well-dressed man working at an empty desk with nothing on it but a macbook, coffee mug, iPhone, and Moleskine notebook. I find this marketing trope hilarious and want to amass a collection of such images. Is someone already curating such a thing?