Great point. It also indicates to investors what startups think is a good starting off point. It makes sense to go after a vertical rather than horizontal since

Great point. It also indicates to investors what startups think is a good starting off point. It makes sense to go after a vertical rather than horizontal since that is more consistent with PG's well strategy (go deep and narrow rather than wide and shallow). Generalizing quite a bit but they are more able to get traction, get subscriptions, and increase LTV early on. The sustainable business model is more mature and a better signal to investors rather than selling only the vision that might happen with more horizontal plays.