Portland has moss.
Not a little moss. Moss on roofs, moss on siding, moss on walkways, moss on anything that stops moving for eight months.
It rains from October to June, gently and relentlessly, and everything in the city responds accordingly.
Now go to a national home improvement chain and look for moss treatment.
You might find one product, seasonally, if you are lucky.
Go to Parkrose Hardware and there is a wall of it, with somebody who will tell you which one works on a composition roof without voiding the warranty and which one kills your hydrangeas.
That difference is the entire business model.
And it points to something that matters enormously in personal finance, which is that national averages describe nobody.
Let me explain.