04.  Software should empower, not frustrate.

Under-doing the competition

Most software does too much. Extra features, options, configurations, etc. just add confusion and complexity. We work hard to give you exactly what you need and nothing you don’t.

Get out of the way

The measure of great software should not be how innovative it is or how many meaningless industry awards it has won. The first question should be “Do I find the software getting in my way?”. We try to put useful tools at your disposal and then get out of your way.