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Drawing on my past experience investing in the technology sector, I realized that the objective of technology is to spare people from performing mundane, repetitive tasks. Most innovation drives an increase in productivity by mechanizing repetitive functions that people do by hand. Think about TV dinners: Hot meals are time-consuming and costly to make, but because of the development of microwavable dinners, you simply have to unpackage a meal and pop it in the microwave to have a hot dinner ready. Viola!

However, this type of standardization only works when cooking and eating are viewed as tasks or chores. Tastes change, and most people don’t want to eat the same thing over and over again (Unless it’s pizza — everyone loves pizza). People seem to crave “homecooked” meals, despite the ready availability of microwavable meals. When it comes to food, most of us crave quality and variation. TV dinners fail to account for some people’s desire for customization and craftsmanship.

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