There's three levels of business that you can play: good, better, and best. You have to make a decision about which category your brand is going to be in. I personally like to operate in the best category because I am a best category consumer myself. When I go to consume things, I want them to be the best. So we work to be thebest there. It costs more to be theBest than it does to be 'good' or 'better' But if you understand where the customer is, you don't piss them off by doing dumb shit.