90% of the world is using technology that was invented before MySpace, according to Patel. Patel joined Kahuna because he felt the technology at Kahuna was best equipped to deliver value to the end consumer. Patel uses Uber as example of a company that markets to end-consumers without the user feeling that they were marketed to, or sold to. The consumer expectations has changed with regards to how they engage with companies and brands. Patel also referenced Amazon recommendations that are well received by end-consumers.