Theia's core promise is genuinely compelling — precision motion capture with zero instrumentation — but markerless mocap is a technical, somewhat unfamiliar category, and the site needed to build trust fast with skeptical scientific and performance audiences. With five distinct industries served (biomechanics research, sports performance, footwear & apparel, functional movement, custom commercial), the risk was diluting the message trying to speak to everyone at once, and the deep body of peer-reviewed validation research wasn't easy to surface as proof.