The U.S. spent $101B on home decor last year, yet less than 1% of that was online. Driven largely by Pinterest and Houzz, the internet is flooded with great interior design pictures, products, and eager users, but lacks the venue to effectively convert endless online browsing into online buying. The answer is not a better recommendation engine, but people power: a vast community of talented, design hobbyists offering free, individualized advice.