“I don't really mind because we have almost no competition which is weird... people almost uh only bad parents and bad families use location sharing It's creepy I think that was more of the attitude”

Stigmatized categories attract almost zero competition

Life360 reached 80M+ active users in the family-location category with almost no direct competition for 15+ years — because VCs and tech press wrote the category off as 'spying on kids.' Cultural stigma around a real use case is not a red flag; it is a moat. Founders should hunt for categories that are genuinely large but culturally uncomfortable, because stigma repels well-funded competition more reliably than patents.