[Office supplies] was really a blah category. We decided to really carve a niche out.

I don't think it's a niche; I think it's a massive category that's been underserved.

It is a known secret that organized crime in America takes in over 40 billion dollars a year. This is quite a profitable sum, especially when one considers that the Mafia spends very little for office supplies.

Juno won't be directing the market, like AOL, but it can carve out its own niche. They are providing a service, nothing super-revolutionary, but they have a loyal group of users. [And] 4 million is nothing to sneeze at.

I expected him to do his usual thing of "Oh, Sophie, but that is impossible b/c of this big word, and that big word, and also this abstract concept.

So we decided we would move to the country.