It was following the trail in the direction that the much broader product maturity cycle was leading. If, as we do, you look at the attrition rate among e-companies, which is also, unfortunately, enormous, you tend to find that there is a distinguishing characteristic when comparing them with companies such as Amazon or Yahoo. Amazon, for just one example, has, right from the very beginning, placed strong emphasis on quality of delivery. That company introduced the practice of patenting its business processes, it developed warehouses, pioneered reliable quick delivery and so on, to enable it to manage the quality of its goods. An unfortunate contrast is the experience of other dot-com companies killed by failure to deliver on time.
Price is a factor but service and other issues are enormously important.
Going back to a point I made earlier, it is important, periodically, to go and talk to customers, so as to ascertain their requirements. I'll cite a couple of examples. First there was the difficulty of Firestone's tyre recall last year. This illustrates that even a brand name that has glittered for almost a century can be frighteningly quickly challenged. Another example is that of the market share challenge facing the U.S. automobile industry.