Totally get what dakota415 is saying about real life connections. I had a client find me because my truck was parked outside a coffee shop they liked. They saw my logo every morning for a month and finally called when their drain clogged. That's trust you can't buy with an ad. The guy with the pen at the festival was already halfway to making a friend, which is way better than just being another link in the search results.

Soapy water can hide tiny, slow leaks though.

Grating frozen butter is a solid move, but you still need to keep everything cold. Overworking the dough with warm hands can make it tough again. The goal is to barely mix it until it just comes together.