She's been doing this business thing for over 15 years and while she'll never admit it, she's kind of become a badass at knocking down roadblocks and making things happen. She is a knowledge sponge that also knows how to put that knowledge into practice better than anyone you've ever met.
She launched ETA because everyone said she should.
They were all following various online gurus and trying to implement the programs those experts were teaching, but for one reason or another they kept getting stuck.
The knowledge bombs from the gurus was good stuff. But their investment in that knowledge was worthless if they spent months painstakingly trying to figure out how to build it.
That's where ETA comes in. If you have things you want to do and lack the accountability or knowledge to get them done, you should sign up — it's really that simple of a decision.