Performance Is a Design Decision

Speed is not something engineering adds at the end. It is decided the moment someone chooses a full-screen video over a photograph.

By the time a build starts, most of the weight of a page has already been decided — in a design file, by someone who was not thinking about weight.

You cannot optimise your way out of a decision made in the layout.

So we price it early

Every heavy element gets a number attached before it gets approved. Not to forbid it — to make sure that when we spend it, we know what we bought.