There had developed a culture of fear, where people were afraid of not making the right decision. And then with the economic crash, like, oh, my god, we had too much inventory. Those weren't true sales. We used to call jake captain scarcity. Because he would say, we've got to be scarce. He used to think about a kid who saved their money to buy a snow board in october and then see it off price in november. You'll never do that again.

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