diff --git a/index.html b/index.html
index 0952042..ab94234 100644
--- a/index.html
+++ b/index.html
@@ -56,13 +56,19 @@ Plain Text Accounting
 <p>Ledger-likes also, at their core, tend towards <strong>functional operation</strong>: they read the input data without changing it, and output a report. This simplicity makes them easy to understand and to rely on.</p>
 </div>
 <div class="three columns">
-<h3 id="why">why ?</h3>
-<p>why we exist</p>
-<p>who are we for</p>
-<p>alternatives</p>
-<p>why is this better than QuickBooks ?</p>
-<p>what if my accountant only uses QuickBooks ?</p>
-<p>can I use this to do my taxes ?</p>
+<h3 id="questions">questions ?</h3>
+<p><strong>who is this for ?</strong><br />
+Techies, power users, and do-it-yourself-ers, at least for now. If you need a rich GUI and lots of structure, you may prefer a more traditional GUI tool.</p>
+<p><strong>what are the alternatives ?</strong><br />
+GNUCash or other FOSS tools, proprietary tools like Quicken/Quickbooks, online tools like Xero, spreadsheets, paper accounting.</p>
+<p><strong>why is this better than QuickBooks ?</strong><br />
+Your data remains accessible. No yearly fees. Free software you can change. Cross platform. Scriptable. Efficient. Simple.</p>
+<p><strong>how do I communicate with my accountant ?</strong><br />
+Clean up text reports by hand, print them as PDF, import CSV reports to a spreadsheet..</p>
+<p><strong>what if my accountant only uses QuickBooks ?</strong><br />
+You'll need a new accountant, or a duplicate set of books in QuickBooks, or to pioneer *ledger -&gt; QuickBooks importing.</p>
+<p><strong>can I use this to do my taxes ?</strong><br />
+You can use this to track and gather the data for tax reporting, with suitable accounts. Fill out and submit tax forms with another tool, or by hand.</p>
 </div>
 </div>
 <div class="row">
diff --git a/index.md b/index.md
index 6ade03e..2e9d75a 100644
--- a/index.md
+++ b/index.md
@@ -56,19 +56,38 @@ This simplicity makes them easy to understand and to rely on.
 </div>
 <div class="three columns">
 
-### why ?
+### questions ?
 
-why we exist
+**who is this for&nbsp;?**\
+Techies, power users, and do-it-yourself-ers,
+at least for now.
+If you need a rich GUI and lots of structure, you may prefer a more traditional GUI tool.
 
-who are we for
+**what are the alternatives&nbsp;?**\
+GNUCash or other FOSS tools, proprietary tools like Quicken/Quickbooks, online tools like Xero, spreadsheets, paper accounting.
 
-alternatives
+**why is this better than QuickBooks&nbsp;?**\
+Your data remains accessible.
+No yearly fees.
+Free software you can change.
+Cross platform.
+Scriptable.
+Efficient.
+Simple.
 
-why is this better than QuickBooks ?
+**how do I communicate with my accountant&nbsp;?**\
+Clean up text reports by hand,
+print them as PDF,
+import CSV reports to a spreadsheet..
 
-what if my accountant only uses QuickBooks ?
+**what if my accountant only uses QuickBooks&nbsp;?**\
+You'll need a new accountant,
+or a duplicate set of books in QuickBooks,
+or to pioneer *ledger -> QuickBooks importing.
 
-can I use this to do my taxes ?
+**can I use this to do my taxes&nbsp;?**\
+You can use this to track and gather the data for tax reporting, with suitable accounts.
+Fill out and submit tax forms with another tool, or by hand.
 
 </div>