Now here's where things are different: with most other platforms, you have to pay up front for a photo session. So we were like, what if we could create a business model that helped artists stay artists? It wasn't until we trialed having sessions in Hoboken that we really hit on the fact that it's all families. What is something that many people think they need to start a business, but don't really need? I'll be working, and I start whispering, 'I think I can, I think I can, I think I can' from The Little Engine That Could.