"Well, the 'who bells the cat' question here is what a straightforward business looks like, such that we hit the producer-mandated KPIs, which aren't really set up to let us win by being boring.  We need startup-style growth on whatever we're doing.  Which in turn seems to imply something Internetty and that represents a qualitative improvement over previous solutions."

"It'd be nice to have something like that, which is also straightforward, but what is that thing?  To me it feels like the hard part isn't saying that the list of nice qualities would be nice, it's coming up with any specific thing which actually has that bunch of nice qualities."

"Well, the 'who bells the cat' question here is what a straightforward business looks like, such that we hit the producer-mandated KPIs.  The producers didn't set up the KPIs with intent to let us win by being boring.  They want hot-startup growth rates on whatever we're doing.  Which in turn seems to imply something Internetty and that represents a qualitative improvement over previous solutions."

"It'd be nice to have something like that, which is also straightforward, but what is that thing?  To me it feels like the hard part isn't saying that the list of nice qualities would be nice, it's coming up with any specific thing which actually has that bunch of nice qualities."