Jeffrey got me thinking this morning about where people should start in choosing the right product to build. He suggested science and validation was key, and I replied that art and creative choice was key. Of course they both are, but since I've had this company for ten years where people ask us to research their products, I've grown to appreciate the artistic and creative side more, if I had to pick. It sounds like Jeffrey is encouraging people to lean more on science. What do you think?