How about founder humility? Are they learning.. meaning, I’m fine if their track record includes failures as long as they grow and evolve. Scares me to see hubris in founders lacking brilliance / strategy but who have had some luck. Limited investments in D2C but hear you on all of the above. And also would point out you can’t get in too early if you’re looking for the metrics you mention. Early is fun but you don’t have this kind of data.