WiFi is an immensely successful technology, with one billion WiFi-equipped devices sold annually and estimates that over half of smartphone traffic is carried on WiFi rather than cellular networks.  However, as the popularity of WiFi has increased, so too has the occurrence of dense WiFi deployments, e.g., in large apartment buildings or in WiFi-covered stadiums.  Providing good performance in such scenarios is challenging, particularly due to the decentralized and unplanned nature of WiFi.  In this work we provide some initial thoughts on improving spatial reuse and performance in dense WiFi networks, and also describe the recently formed High-Efficiency WLAN (HEW) IEEE 802.11 working group, which is focused on improving dense network performance.