It's a hot space right now! No one yet knows how this is going to shape up. We've realized (through tons of talking to users) that UX is a criminally underrated aspect of building this system effectively. The algorithms, infrastructure, performance, security have to be airtight, that much is true. But the reason that there is no winner yet in this space (even those these types of companies have been around for years) is because they often fail to deeply understand how users work, and how to build their products in a way that solves user problems comprehensively. It is a massive product design challenge; this is a core piece of infrastructure for how companies are going to be built in the future.