What's a memorable 'aha' moment you've had while building your startup?

The fact that pet parents dislike their vets - and what that tells us abut the current care system. Unlike human healthcare, preventive care has not entered the chat for pets. Veterinarians are few in number and overwhelmed with the volume of issues (or more often than not: non-issues), so they can't provide the level or personalization and guidance pet parents expect.