It started with a subscription of my own. I liked the company's products, but every month the box held exactly the same thing: the same flavor, the same type, the same product. I didn't want less of it. I wanted variety.
What I wanted was something like the old DVD-by-mail queue. Subscribe once, line up what you want next, and get something different each month.
Then I thought about the mental load all of us carry today. A queue is great when you have time to manage it, but some months I knew I wouldn't remember to go in and choose. In those months I didn't want one more thing to think about. I'd want the company to know my preferences and send what it thought I'd like next, the way a good concierge would.
So the idea became both. Some months you queue up exactly what you want. Other months you let the concierge choose for you, based on what it knows about you.
That's what I built for Shopify stores: a subscription queue your subscribers fill themselves, and a concierge for the months they'd rather not.