Something’s missing in how most of us think about competition. We’ll outwardly project that we’re not worried about it at all. “Oh, those guys? They’re targeting OLDER couples. We’re looking for 20-something couples.” Said as if we signed a secret agreement in the Hall of Trusty Founders that divvied up the market just that elegantly. I call these people the Great Pretenders — the liars. But we’ll get to that.