I think that brand authenticity is actually an oxy moron. And i also think that that people that are seeking to be brands are going down a really slippery slope. I don't expect you to have a tantrum when i'm with you. There are other humans i know who reliably expect to have a temper tantrum, because that is their reputation. We have to be aware of the fact that no one knows us,. That no one will ever truly understand us and that our reputation has layers of magnitude.