[gruseom]

He's not going overboard. When you don't know anything about cars, it's really hard to find a mechanic or car repair shop you can trust. One reason I always try to help people who ask me any question about their computer is that I just think of how ignorant and defenseless I've felt when my car breaks. I do what they do: find the person in my life who knows the most about it and cling to them like a drowning man.

If the Your Mechanic guys can solve this problem, they'd be rewarded with fantastically loyal customers (including me) in a big market. Actually I'm a little bewildered why anyone would see this as an unambitious idea. It sounds hard to me.

[kerryfalk]

Agreed, it's not an overreaction. As an auto enthusiast and someone who has a large group of friends that are also auto enthusiasts we are acutely aware of the issues our non-enthusiast friends have with the auto industry.

We're aware because they come to us with their problems and seek advice. Everything from helping to buy a new car to trying to understand what the mechanic was telling them is wrong with their car.

When I was younger I worked at the front desk of a reputable auto shop. It was very common for customers to mistrust us, and they had good reason to feel that way, too. Not because our particular shop was bad - it wasn't - but because many others are.

The auto industry is huge and has many huge segments that can be targeted. There is room for many companies to grow into significant players.