So it's really targeting people who are already mad keen to execute their exciting vision, and saying: hang on, before committing too much, just test out your a

So it's really targeting people who are already mad keen to execute their exciting vision, and saying: hang on, before committing too much, just test out your assumptions in a low-cost way. It's validation, not search. I think Ries has a story of three years building a fantastic exciting product that nobody wanted... and wishing to avoid that.