There's also a subtle line to be considered: if the tool becomes too big and comprehensive...very often it becomes too difficult for SMBs to really use it. And they don't have time and need to see results sooner than later. On the other hand you have simple tools for simple actions, that can easily be managed separately, but it's very unlikely merchants can use them "aligned" to reach one single marketing goal. The big bet is to create something end to end, so they just need one tool, but easy enough for them to turn it into revenues in the short term. This is also the approach we use at Movylo