After our initial beta test as a website-building tool, we discovered that our users did not actually want simple, beautiful websites that work great across all devices. In our usability tests, our users asked us hard-hitting questions like "Why does this product not come from clouds?" and "Can you get me a drink? I'm super thirsty." We iterated quickly and we learned what our users were really asking for: bottled water from clouds. It fulfills a much more urgent need. And it's tastier!