diff --git a/README.md b/README.md
index d40ae5f..1fae7ce 100644
--- a/README.md
+++ b/README.md
@@ -24,6 +24,20 @@
 `${TOOLS}` to point to the version you want.  This makes certain
 automation use cases with `tsshbatch` or `ansible` somewhat simpler.
 
+HOWEVER, during the actual build process described here, *it is
+important that the directory be named canonically*.  That is, it
+should be located and named *where you intend to deploy it*. The
+binaries care - a lot - about where to look for their libraries and
+such.  So, for instance, if you are deploying to `/foo/bar/tools`,
+don't build it under `/foo/bar/tools-20180324`.  You build under
+`/foo/bar/tools`.  The release process will create a tarball that
+contains `foo/bar/tools-YYYYMMDD` which you can untar to other
+machines (under `/foo/bar/`).  You can then either just rename it to
+`tools`, or create a symlink called `tools` that points to it.
+
+Paying attention to this most likely bite you the first time you untar
+a bootstrap tarball to perform a full build.  DAMHIKT.
+
 
 ## Building The Bootstrap Image