The customers are less interested in products and attributes than the people that are making those marketing decisions think they are. The gold they have meeting in your professional life as well as your private life is really compelling, especially among young people. This is a purpose driven economy. And one way to get a higher purpose is just to make insanely great products or we're the best service company. That's not good enough because that's still too close to maximizing sales and profits. Even if it's only 15% of your market that care,15% of your business is the difference between thriving and struggling.