One small choice, early on.
Early on, we made a decision that has shaped everything since: you pay only for the data you use, one datapoint at a time, and modeling stays free. It opened up LCA data to people a full database license would have priced out.
The same idea runs through the rest of Circa. Practitioners get better options for licensing data. Publishers get a way to reach those people and earn each time their data is licensed. And the whole field gets software built for how people work today.