[schaunwheeler]

Why should we assume that the way SMS, phones, mail, notifications and other channels have been handled in the past is the way they must always be handled? I work with a lot of those marketers. It's not like they're sitting in front of Braze in a black top-hat, twirling a curly mustache with their fingers, and saying "heh heh heh, how I can annoy all of my users today?" They hate that there isn't a better way to reach people. There are better ways - I know because I'm building one of them and can see how it reaches people when they want, about what they want, and as frequently as they want, and how the engagement and purchase rates are way higher for those individualized messages than they are for dumb blast messages.

It's not inevitable that a tool with a glaring technical flaw must always have that technical flaw. Technical flaws can be fixed.