Sometimes you must slow growth to preserve trust

We are depleting inventory far quicker than our ability to replenish and the customers keep coming. We have about six days before we get to a place where we won't be able to serve those who've already made a commitment to Bobbie. So we need to turn off our site and stop growing the business.

We had to do this thing. We called it the connections pivot, right in like 2016... where we had to convince Kevin and Mikey that it was actually not the right thing to do to prioritize celebrities to everybody because we were basically biting your nose to spite your face, because the regular person wasn't having a great experience.

Just because something doesn't happen frequently doesn't mean that it's not important. When you have things that cause churn, you're losing all of that consumer's subsequent orders, and that is not necessarily observed.