 people will literally not go on a wine tasting trip with their friends because they don't want to be humiliated or they think they're going to be humiliated when in reality the person on the other side of the wine bar probably would like to have a very human conversation with you and not talk about which direction the grapes are planted or what kind of yeast is used so what is the overarching mission of connect the dots there are a lot of layers as i understand it to this business