 We often are scared of the reaction to new ideas and so very quickly we're looking at the data and it feels like it's negative but really what it is is just different to what people are used to. Absolutely, and ask the right question. I'll give you an example. I work on shower gel. If you test new smells, vanilla will always be. If you ask people what you want to buy, they will tell you vanilla, they will tell you whatever. You change the question and you tell them tomorrow if you go to a store and you see all those smells, which one do you want to smell? Which one will you grab and smell? And then vanilla goes to the bottom of the list because suddenly the new news, the newness is something that is very attractive. Well, if you ask about purchase, people will go to the comfort zone and they will grab what they want. So ask the right question.