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Quick update: not dead.
$FIG Q1 results:
→ 46% YoY revenue growth, accelerating for the 2nd straight quarter
→ Net Dollar Retention Rate increased to 139%, our highest rate in over two years
→ Raising 2026 revenue guidance for the year
Design matters more than ever.
She accidentally described one of the most replicated findings in behavioral psychology.
Harvard and Duke researchers found in 2011 that people value things they build themselves 63% higher than identical pre-assembled versions. They called it the IKEA effect. Labor alone, even assembling a standardized box from instructions, is enough to make people overvalue their own creations.
Gardening runs this effect at full intensity. You chose the seeds. You dug the holes. You watered daily. By harvest, your brain has priced that tomato at roughly 10x grocery store rates, and the math feels completely justified.
Now stack Kahneman and Tversky's loss aversion on top. Losses register at approximately 2x the emotional intensity of equivalent gains. One of the most replicated findings in behavioral economics.
So the aphid eating her garden is triggering both simultaneously. She built something her brain values at 163% of objective worth. She's watching it get destroyed in real time. Her nervous system is processing that destruction at double intensity.
The grocery store tomato being out of stock? Mild annoyance. Zero labor investment means zero IKEA effect, means proportional emotional response.
The garden tomato carries months of accumulated effort justification. The aphid isn't eating a $4 tomato. Her brain priced it at $40 and is processing the loss at $80.
Gardening is the only common hobby that combines the IKEA effect, loss aversion, and a live adversary that reproduces faster than you can respond.
The violence tracks.