Outcome, not mechanism. "Honest scores" → "trust yourself." Relatable food betrayal earns the tap; works standalone in search.
Kills two Value-Equation levers at once: speed ("3 seconds") + effort removal ("never read a label again"). Every rival claims speed; v2 didn't.
The score changes per user. Fig does personalization, Yuka does quality — nobody does both. The differentiator that makes the outcome believable for YOU.
The category's strongest emotion (Olive/Fig/Bobby all target families) — and v2 missed it. Uses your real household profiles feature. "Protect my kids" sells.
Tightened to 3 lines — only the value NOT shown on other slides (breadth, alerts, swaps), then the price anchor. Personalization (slide 3) and family (slide 4) dropped to avoid repetition. $40/yr feels like a steal.
Olive lists recalls in text; nobody shows it. Nobody claims EU-banned. The agent/OS tease — Baseline watches your shelf.
THE missing piece for premium-only. Hormozi: "the bigger the risk reversal, the more it sells." Users can't try-before-buy like the free apps — this de-risks the paywall + adds testimonial voice (Fig's 5-star driver).
Hannah's line after value is proven. Cory out-guns all rivals' proof. Transparency line pre-empts the "you're not independent" attack the category will aim at us.