The issue with many of these brands is that they have it down to a science until they reach the local maximization. Scaling a brand to $10M or $100M can be done with paid social, paid search, great viral loops in email/etc… but to scale larger is tougher as you eventually run off the efficient frontier of what made you great. When we look at what makes good to great…. we need to find brands who know how to cross this chasm or they will play in their local max and be a $10M brand… which is good and fine for some…