Fast Society built reply-all for text messages, but it’s not counting on that to make money. “The last thing we want to be is a utility,” co-founder Matthew Rosenberg told Untether TV. What they’re really selling is the brand. “The days of engineering being a focus are somewhat over,” he said. “This is going to be a business of personalities and brands… it’s got to be more than just technology,” he said. “The people who are going to start to own our industry, they’re not going to come from tech. They’re going to come from media and technology,” he said.