“The first 85% is very easy. But after that every 1% is hard work. Sometimes differentiating great products from commodities is — do they just always work?”

The Last 10% Is the Entire Product — Edge Cases Define Who Wins in Commoditized Categories

VPN is a commodity in the first 85% — open source stacks exist, the core tunnel functionality is a known problem. Super Unlimited won the category by obsessing over the edge cases: reconnecting after a dropped cell tower transition, serving a user whose hotel blocks their IP, handling 3G in Nepal. Their QA engineer walked elevator shafts with debug builds to simulate real-world disconnects. In any category where competitors stop at 85%, the 15% of edge cases is the actual moat.