One of the things we’ve thought about is that there’s a common conception that the kind of ethnographic work that we do is a luxury and that it moves too slowly to have a real input to product development. Our experience has been the opposite. We’re always waiting for the products that we want to incorporate into our prototypes, and eventually have to give up and find ways around. Because product development is delayed, is redirected. I think there’s an irony there. So the counter-argument, what we’ve said is look, it’s not that we go out and do the study and you wait until it’s over, and then we give you the results. We think these things should be running in parallel.