MethodApr 8, 2026Brand New Level3 min

Pre-launch is a status, not a marketing word

Three words, used the same way on every page. It costs us something and that is rather the point.
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A handling arm mid lift. The interesting variation is on the floor, not in the lab.
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We use three words about the products and we use them the same way everywhere.

Live means anyone can use it now. Open an account and go. Popcorn and PageWebPro are live.

In trials means real users doing real work, and not general release. Kerf is in trials. That is not a soft launch or an early access programme with a waiting list. It means a small number of workshops are cutting real beams with it and we are still finding operations we have never seen.

Pre-launch means announced and not shipped. hAire is pre-launch, for mid-2026. You cannot use it. Nothing about the page it is on suggests otherwise.

The cost of exact status is a homepage where half the portfolio admits it is not ready.

Why bother

Because the alternative works, briefly. Call the trial a launch and the quarter looks better. Then somebody signs up, finds out, and now every other sentence on the site is worth less.

There is a version of this company that is further along on paper. We would rather have the version where the words on the page and the state of the software are the same thing.

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We are happy to go into detail. That is usually the interesting part.