Your second startup dedicated to feature flags? Aren't these just some booleans with optional support to toggle them at runtime? Maybe I've just not been in the right domain, but I would have thought that if someone's use of feature flags is so complicated that they need a whole company to support it then they've massively overengineered their code.

The author literally spells out why this isn't always the case:

> Yes to start out it’s 95% booleans. But then you want a rollout. And then you want some targeting rules. And then you want non booleans… maybe some json. Oo wouldn’t it be nice if the json could conform to a schema… and then eventually you are like damn I really want to change these without deploying. Or you want to read the same flag from multiple services.

Launchdarkly and Statsig are both well-established companies that basically do feature flags+add-ons.

You can do much more with feature flags like ab testing/experiments, integrations with analytics.

There can be whole UIs and tooling and infrastructure to manage around them and that’s what the sass offer

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