Somebody please explain to me what could possibly be there that would require actual &quot;heavy lifting&quot;? From skimming the features, nothing there seems to require much in terms of computation and data.<p>It&#x27;s also a general question - a lot of the new ML-ish startups seem to do trivial calculations that should be totally doable locally, but for some reason they do them on my butt. Is it because (cynical view) butt-first is the easiest way to monetize users further (e.g. through data) and lock them in, or (less cynical view) it&#x27;s just like with the big data - people drink the Kool-Aid and think they need a Hadoop cluster to do what could be done equally fast with a shell script?