I would also add that sometimes this is even not intentional. Some founders, employees, VCs dont even know how PMF looks like. Sometimes it can also be tricky -

I would also add that sometimes this is even not intentional. Some founders, employees, VCs dont even know how PMF looks like. Sometimes it can also be tricky - take B2B Co. - “we reached 1M$ ARR in 1yr post launch - we hit PMF” - then you dig dipper and everyone who bought the product are the founder/vc friend.