High fit

Screen Time measures how much of someone's day is spent on screens versus in the real world. The insight that crystallized during Chris McElroy's call was that Knox Provisions isn't just competing with other optics brands — it's sitting at the exact intersection of the screen-time problem. People go to beautiful places and spend the whole time filming instead of seeing. Binoculars offer the opposite: you have to be present to use them. That's the brand story.