{
  "slug": "ruggable",
  "name": "Ruggable",
  "website": "https://ruggable.com",
  "category": "home",
  "angles": [
    "demonstration"
  ],
  "thesis": "Make the cleaning routine part of the rug's product proposition.",
  "question": "Check which sizes, components and machines the cleaning claim applies to.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Make the cleaning routine part of the rug's product proposition.",
  "audit": [
    "Check which sizes, components and machines the cleaning claim applies to.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://ruggable.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "The original washable rug is still the best. Ruggable rugs are machine washable and stain resistant. Great for…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}