People don't use Evite or Facebook events for their weddings. But they do use Paperless Post. It's the sign of a paradigm because it is the most momentous occasion in most people's lives. It represents the most formal type of offline communication.

We don't want to be a design line. Ultimately, we want to be a platform that houses many design aesthetics.

We basically built a pricing model that surgically identified what people wanted to pay us for and what they didn't want to pay us for. One of the things we figured out early on was that we could create value for people by creating a product that allowed them to design something that they couldn't design without us.