constello needs to be a brand before anything else. Build the brand, the culture, the identity, the hype, before the app ever launches. 1) Infinitely increases the chances constello will be sucessful, given its position as a social app 2) teaches people how to use constello without them even realizing theyre being re-educated, otherwise they wouldnt know how to use a platform that’s designed to be antithetical. They would Default to the status course.