Something like 20% of homeowners are digital natives, and yet the one store we still go to is Home Depot. This is something that it’s not obvious you can bring online, but you can.

So DTC seeks to overcome the frustrations: they play the game of what I'll call FIY or "Finish-it-yourself." To preserve the satisfaction and pleasure of doing things for oneself, the brand limits the risks of failure. In short, DIY but with a safety net!

[Home Depot] should have built this five years ago, honestly...I think there could be a cool opportunity to partner with them, where you could go on their site and get in touch with an actual skilled tradesperson who knows what they're talking about instead of customer service.