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To us the choice is clear: as an app becomes more bloated, more unfocused, prioritising monetisation over intrinsic user experience, the bigger the opportunity becomes for a simplification, an unbundling, a new experience built on a core user insight.

And yet, in so much modern software today, you’re placed in a drab gray cubicle — anonymized and aggregated until you’re just a daily active user. For minimalism. For simplicity. For scale! But if our hope is to create software with feeling, it means inviting people in to craft it for themselves — to mold it to the contours of their unique lives an

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