You're registering in SAM for the first time, or your renewal just got kicked back, and you're staring at an error message about your physical address. Maybe you tried a virtual office because that's where your business actually operates. Maybe you used a UPS Store address because you work from home and didn't want your house on a government website. Maybe your address is completely legitimate and the system rejected it anyway.
You probably saw the headlines about the FIFA World Cup coming to 11 U.S. cities next year, or the LA28 Olympics in two summers. Maybe you thought, sure, big events, big spending, but that's for the giant primes who handle stadium security and broadcast infrastructure. Not for me.
