diff --git a/src/MediaManager.html b/src/MediaManager.html
index 5ccd934..e415077 100644
--- a/src/MediaManager.html
+++ b/src/MediaManager.html
@@ -1206,8 +1206,8 @@
      */
     var controller = {
       init() {
-        // Start polling for SKU selection
-        setInterval(() => this.checkSku(), 2000);
+        // Initialize by checking SKU once
+        // Since this is a modal, the selection cannot change during the session.
         this.checkSku();
       },
 
@@ -1222,10 +1222,19 @@
               this.loadMedia();
             } else if (!sku && !state.sku) {
               if (document.getElementById('error-ui').style.display !== 'flex') {
-                this.loadMedia();
+                this.loadMedia(); // Likely to trigger error UI
               }
             }
           })
+          .withFailureHandler(e => {
+            console.warn("SKU check failed", e);
+            // If it fails once at startup, we probably should alert or retry once,
+            // but for now let's just leave it. If it fails, the UI might hang on "Loading..."
+            // potentially better to trigger error UI?
+            if (document.getElementById('loading-ui').style.display !== 'none') {
+              alert("Failed to load product info: " + e.message);
+            }
+          })
           .getSelectedProductInfo();
       },
 
diff --git a/src/mediaHandlers.test.ts b/src/mediaHandlers.test.ts
index d479bdd..1d4243c 100644
--- a/src/mediaHandlers.test.ts
+++ b/src/mediaHandlers.test.ts
@@ -449,6 +449,29 @@ describe("mediaHandlers", () => {
         })
 
         test("getSelectedProductInfo should return sku and title from sheet", () => {
+             // Mock SpreadsheetApp behavior specifically for the optimized implementation
+             // The implementation calls:
+             // 1. sheet.getRange(1, 1, 1, lastCol).getValues()[0] (headers)
+             // 2. sheet.getRange(row, 1, 1, lastCol).getValues()[0] (values)
+
+             const mockRange = {
+                 getValues: jest.fn()
+             };
+
+             const mockSheet = {
+                 getName: jest.fn().mockReturnValue("product_inventory"),
+                 getLastColumn: jest.fn().mockReturnValue(3),
+                 getActiveRange: jest.fn().mockReturnValue({ getRow: () => 5 }),
+                 getRange: jest.fn().mockReturnValue(mockRange)
+             };
+
+             (global.SpreadsheetApp.getActiveSheet as jest.Mock).mockReturnValue(mockSheet);
+
+             // First call: Headers
+             mockRange.getValues.mockReturnValueOnce([["sku", "title", "thumbnail"]]);
+             // Second call: Row Values
+             mockRange.getValues.mockReturnValueOnce([["TEST-SKU", "Test Product Title", "thumb.jpg"]]);
+
              const info = getSelectedProductInfo()
              expect(info).toEqual({ sku: "TEST-SKU", title: "Test Product Title" })
         })
diff --git a/src/mediaHandlers.ts b/src/mediaHandlers.ts
index 42db775..9217bec 100644
--- a/src/mediaHandlers.ts
+++ b/src/mediaHandlers.ts
@@ -17,14 +17,34 @@ export function showMediaManager() {
 
 export function getSelectedProductInfo(): { sku: string, title: string } | null {
   const ss = new GASSpreadsheetService()
+
+  // Optimization: Direct usage to avoid multiple service calls overhead
+  // Use SpreadsheetApp only once if possible to get active context
   const sheet = SpreadsheetApp.getActiveSheet()
   if (sheet.getName() !== "product_inventory") return null
 
   const row = sheet.getActiveRange().getRow()
   if (row <= 1) return null // Header
 
-  const sku = ss.getCellValueByColumnName("product_inventory", row, "sku")
-  const title = ss.getCellValueByColumnName("product_inventory", row, "title")
+  // Optimization: Get the whole row values in one go
+  // We need to know which index is SKU and Title.
+  // Getting headers once is cheaper than searching by name twice if we cache or just linear scan once.
+  // Actually, getCellValueByColumnName does: getSheet -> getHeaders (read) -> getRowData (read).
+  // Doing it twice = 6 operations.
+  // Let's do it manually efficiently:
+
+  const headers = sheet.getRange(1, 1, 1, sheet.getLastColumn()).getValues()[0] as string[];
+  const skuIdx = headers.indexOf("sku");
+  const titleIdx = headers.indexOf("title");
+
+  if (skuIdx === -1) return null; // No SKU column
+
+  // Read the specific row
+  // getRange(row, 1, 1, lastCol)
+  const rowValues = sheet.getRange(row, 1, 1, sheet.getLastColumn()).getValues()[0];
+
+  const sku = rowValues[skuIdx];
+  const title = titleIdx !== -1 ? rowValues[titleIdx] : "";
 
   return sku ? { sku: String(sku), title: String(title || "") } : null
 }