Well, it's not obvious that your primary aim is to provide a good mobile experience. Providing a good mobile experience seems to be your secondary or less aim. What does seem obvious is that selling lots of product at the highest margin possible is your primary aim. Trying to provide a good mobile experience might be one way to that end, but at the moment it seems that you have nothing better to do than be "trendy." And I speculate that your board members would agree with me.