I see this really interesting tension between large corporations the ones who are well resourced, and generally much less ennovative. I think what happens is you have these younger start up companies. Theyre being run and operated by younger people. And there's less of an appreciation for the sort of marathon approach to achieving optimum health than older people. For us, it's quantity, and that equates to the most freedom. But in the east, their philosophy is it's not about having more choices, it's about having developed the state of consciousness,. That allows you to know at any moment which is the right choice, not just for you, but for every one else around you.

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