The advent of AI has drastically reduced the cost and difficulty of product development. This increased ease of building has paradoxically shifted focus away from crucial strategic decisions towards the mechanics of creation. Companies are now capable of building sophisticated products, but often lack a clear understanding of who they are building for or the core problem they aim to solve. Without this strategic foundation, innovation efforts can become directionless, leading to wasted resources and multiple iterations that fail to connect with customers. The bottleneck has moved from technical execution to the decision-making process itself.The conversation around product development, particularly in design, has become fixated on the "how" of building, emphasizing roles, craft, taste, and standards. While these aspects are important for quality, they do not address the fundamental question of whether a product should exist at all. The true opponent in product development is the market, which operates independently of the effort invested and can reject a product without explanation. Craft, like a knife, is a close-range tool, whereas strategy, akin to a gun, is necessary to engage with the market's realities.Historically, high costs and limited resources acted as a natural constraint, forcing teams to carefully consider their ideas before committing significant investment. This forced strategic thinking, making wrong decisions expensive and thus discouraging them. AI has removed this financial pressure, allowing for endless, cheap experimentation that can trap teams in a cycle of building the wrong thing with misplaced confidence. This leads to burnout and the departure of valuable talent.While standards and taste are crucial for discernment in an era of abundant AI-generated options, they do not guarantee market success. The core challenge remains in identifying a genuine human problem and determining if a solution is truly valuable, a question AI cannot answer. Shipping efficiently is meaningless if the wrong product is being built. The feasibility of building has largely collapsed, leaving the value question – whether something should exist – as the critical, and often neglected, focus.