When you're in a really great environment for design, you're not fighting for your users. You'll always learn something in a user test. It might just not be what you thought you were going to learn at all. So I feel like fighting for users is not as big of a challenge within the consumer design area because the product will not be successful as much if it's not solving the needs of its users. Think it's a little bit different when you get moved to B2B type products because you may have several users. And their needs are typically going to be a lot different. Then the end user and everyday person. At that point, it takes more effort at that point