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In theory you could choose a building firm you own that charges 500k instead of a different one that charges 400k (and even subcontract it to the 400k firm).

If you sell for 1M that means you keep the extra 100k from the building firm and 100k from the land.

If you go with the cheaper builder you only get 120k

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I mean, in theory me, who has spent their whole life working on solving problems in the physical world at scale—-for the last 4 years working on housing—- could run a scam that was horrible for homeowners and then get sued for price gouging, and expose myself to personal lawsuits, legal persecution (imagine how unsympathetic the jury would be).

This is true with any product that is new and requires mutual trust.

Or we could just deliver a product people want, and make much more money at scale than trying to optimize for a short term scam!

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