In this episode of CyberThoughts, host Lucas Nelson speaks with Ross Haleliuk, author of "Cyber for Builders" and a cybersecurity founder. Haleliuk discusses his journey into cybersecurity and why he views it as a horizontal, rather than a vertical, market. He introduces the concept of cybersecurity as a "market for silver bullets," where neither buyers nor sellers can guarantee a product's future efficacy, and explains why this, combined with high switching costs, makes market entry for new companies extremely challenging, despite the hype around new technologies like AI.