Ben Gilbert

We simply call it the surest move ever made.

Oh, my goodness.

Then Don Keogh follows up, I've never been as confident about a decision as I am about the one we're announcing today.

Which I don't think either of those things are true.

That can't be true.

No.

Just based on how timid they were in the messaging.

And Gosweta's response to this in later years is, you can't ask a question like that because people don't know.

Like, you can't get real data on emotional questions like that.

You can only actually test, do you like this taste better or not?

And so, like, sure, you can run that experiment, but ultimately, how much faith are you going to put in the data?

Yeah.

They would have learned something if they'd asked that question.

And I think they just didn't realize that what they were taking away was people's childhood.

Yes.

They're taking away America.

It's not about what tastes better.

It's what they were used to, and it's what they had built an entire lifestyle brand around believing that America meant to people.

Well, because here's the craziest thing is they were prepared for a vocal minority to be very mad.

So you're sort of in denial about all the feedback at first.