 Raise your hand if you bought a Google Glass and you still use it regularly. Okay, that's what I thought. Nobody. But there was a lot of fanfare and excitement if you remember around the time of Google Glass. They were very excited about the output, but I'm pretty sure that is not an example of one of the products that got a return on investment. Let's take a different product. How many of you use regularly a Roomba? Yeah, pretty big percentage of you. One of the things that iRobot did with the Roomba that I think is really interesting, they focused on more than just the revenue. They had a hypothesis where they knew if they could get really great use of their mobile application that they would get stickiness, customers for life. They were focused on outcomes, not outputs. The other big difference in those two products is one solved real customer pain. One was a pain killer and one was a vitamin.