Jawbone CEO Hosain Rahman didn't go so far as to say Jawbone is reinventing itself as a pure software company, but he walked right up to it.
"We don't think of ourselves as a hardware company," Rahman said.
"We have more software engineers in the company right now than hardware engineers," Rahman told Re/code's Kara Swisher during an onstage interview at the Code Mobile conference.
The CEO explained that he's primarily interested in the sensor technology and software that can collect and analyze data about many aspects of the wearer's physical and emotional states.
"We want to know -- are you happy? Are you sad? Are you satisfied with my last answer? Are you stressed? Are you drunk?" (To which Swisher answered "I am drunk.")
Then Swisher asked the question directly: "Do you wish you weren't in the hardware business?"
Hosain dodged, saying: "I like making things."
"I think it's a way of showing people what's possible with the technology we have today," Hosain said of his company's hardware efforts.
Jawbone's real business may be in data. It's sitting on a pile of it, collected from millions of its fitness trackers out in the wild.
"We aren't a Big Data company, we're a 'huge data' company," Rahman said. "Nobody has had this level of information about anybody every before."
He said his company may want to sell that data to third parties, like insurance companies.