Rory made the right call in recognizing custom API's for each client would not work. The move to a common API library that hits all the functionality in the code that any customer would need was the right move in notifiCRM 2.0. Oracle and Marketo realized that and of course also realized with notifiCRM 2.0 would come new functionality. Rory of course kept the development of the custom API's in parallel in case notifCRM 2.0 was not ready in time for the Marketo and Oracle Netsuite conferences. To their credit the team working on notifiCRM 2.0 completed it in time. Rory explained API's very well in last night's SHAC video for those who do not have a background in software development. I am impressed with his ability to explain in layman's terms, things of this nature. Some CEO's of technology companies cannot do that, either they are not that technical themselves, or else are very technically oriented but have trouble explaining things so that non-technical people can understand them.