David

Azure for Microsoft that typically has very descriptive and not so interesting words in their portfolio, Azure got people's attention.

If we had given that to Google,

It wouldn't have been that attention-getting because people would expect that from them.

Okay, our process is driven really by two things.

It's a combination thing.

We call it, or I call it, creative curiosity.

So the first thing we would do for you is we'd say, okay, well, let's look at the category.

What's out there?

What's the landscape?

We would find a lot of fiber this or something fiber, and we would say, that's not the way to go.

Generally speaking, that would be our first hypotheses about this.

We know we're not going there.

We may go back to that once we find out more about what your product.

So we would look now hard at your product, right?

And we would have a list, right, of those things that you have.

Then we would look to the consumers, right?

Well, why are they doing this?

What is their need?

What's their expectations?

We'd go up that ladder of what's the ultimate benefit, right?