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We knew we had the expertise to build high-end optics but at a reasonable price, with that we went down the path of getting the products designed and contacting a manufacturer in Japan. After a couple of months, as we were brainstorming with a friend, he asked if it would be possible to get the binoculars customized. Initially that seemed like a real stretch, but we talked to the factory, and they said it was something they could do. We knew we had an innovative approach with going direct-to-consumer. The customization piece let us know we had something really special.