In true Silicon Valley fashion, chicken owners approach their birds as any savvy venture capitalist might: By throwing lots of money at a promising flock (spending as much as $20,000 for high-tech coops). By charting their productivity (number and color of eggs). And by finding new ways to optimize their birds’ happiness — as well as their own.

Like any successful start-up, broods aren’t built so much as reverse engineered. Decisions about breed selection are resolved by using engineering matrices and spreadsheets that capture “YoY growth.” Some chicken owners talk about their increasingly extravagant birds like software updates, referring to them as “Gen 1,” “Gen 2,” “Gen 3” and so on. They keep the chicken brokers of the region busy finding ever more novel birds.

“At Amazon, whenever we build anything we write the press release first and decide what we want the end to be and I bring the same mentality to the backyard chickens,” said Ken Price, the director of Amazon Go, who spent a decade in San Francisco before moving to Seattle. Price, 49, has had six chickens over the past eight years and is already “succession planning” for his next “refresh.”