Sure. But you're taking my metaphor farther than I intended. Most people understand the basics of furniture, and still prefer to pay Ikea rather than a carpenter. In the case of custom ("bespoke", ugh) software, we'll have to both define and communicate a new category of service. And the customers are likely to be the same sorts of people who will pay a personal trainer or get a private tutor for their kids - and I think that includes a lot more people than are willing to pay for custom furniture. But generally I do agree, this vision is far more hand-wavy than concrete at this point. It is, though, a good time for hand-waving right now.