Since creating EdgeTag, customer feedback has been one of our most important drivers. With our customers, we managed to build a really great product. With feedback, you also get a lot of learning, and we noticed a pattern repeating. When we add a new feature to a specific channel, quite soon, customers would like it on another channel as well. Give it a few weeks; another customer may want to add this new feature to a different channel. We saw that we needed to create a mechanism allowing us to do features and transformations before the event reached the channel processor.