Thanks Elliot! That makes a lot of sense. I'm just-fanatical-enough about the concept of Lagom, and living well with this kind of moderation in mind (I much prefer it to the idea of all-or-nothing, amazing-or-broken that comes along with a lot of common consumerism and Western culture). I really respect your approach for the magazine, and also appreciate your explanation of how you thought about balancing the editorial direction, with the needs of the brand you were creating. Great insight! Thankyou.