Welcome to the new Verge:

When you embark on a project to totally reboot a giant site that makes a bunch of money, you inevitably get asked questions about conversion metrics and KPIs and other extremely boring vocabulary words. People will pop out of dark corners trying to start interminable conversations about “side doors,” and you will have to run away from them, screaming.

But there’s only one real goal here: The Verge should be fun to read, every time you open it. If we get that right, everything else will fall into place.