Because partners and customers were already in the region and Europe was too large to serve remotely. Brian says "the reason why we went into the European market is because we had partners and customers" already there, and they "found that it was best to have a person that was on the ground."
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Brian describes Europe as "an amazing country always because such rich culture, there's a lot of people in the region as well," giving them "high sort of economic variables" to understand. But because the region is so large, "it was hard for us to sort of, you know, speak the same language as all the different like, agencies inside the Netherlands, Switzerland, Germany, Spain, Italy and so on." Having someone on the ground solved that. He frames expansion as experimentation: "with all experiments it's, you know, one variable at a time and you sort of measure it and understand it."