I think this points at a fundamental question that creeps up in lots of different ways around our discussions of Silicon Valley. A founder needs to ask themselv

I think this points at a fundamental question that creeps up in lots of different ways around our discussions of Silicon Valley. A founder needs to ask themselves: Is your business really a software company. I'd suggest that actually, the technical complexity of HelloFresh's core business is about as complex as the mail order business Pryce Pryce-Jones set up in 1861 to sell mail order Welsh flannel. Which begs the question why you're paying rockstar software engineers at all. Obviously part of the answer is "Because I need a tech unicorn valuation". But maybe your marketing to investors shouldn't be what you're actually basing your hiring decisions on.