> Overall, I've optimized to just using TurboTax, and I'm sure there is some laziness involved in that decision, but overall, unless something else is much much

> Overall, I've optimized to just using TurboTax, and I'm sure there is some laziness involved in that decision, but overall, unless something else is much much better, there isn't too much impetus to switch. And in fairness, there's benefit to sticking with them year over year: that's a lot of data that gets transferred automatically. Most of the less expensive alternatives are horrid (I've used almost all of them). There's a good reason they're the king of their market. My point is simply that no one's giving them legitimate competition in the space and that surprises me. My evidence was only to point out the low-hanging fruit to go after (and while that low hanging fruit wouldn't be enough to sway a 10-year user, it's potentially enough to sway earlier users)