If you talk to people outside of tech circles and you bring up Turbotax into the conversation, you will notice that people have a relatively positive view of it. Most people think of TurboTax as something that’s helping them to comply with their tax duties and navigate a complex tax system. They think of it as a helping hand when it comes to dealing with government bs.

Not surprisingly, most people think the complete opposite about the government.

So where Intuit is diabolically good, it’s at arbitraging those colloquial narratives and embedding itself in the middle as the savior. The good guy who is here to help.

They screw you, so they can later come and help you. As I said before, a sinister business model.