Rory Sutherland

But I do find it slightly weird in the US, where if you're somewhere like Arizona, you could literally hang them up.

I was in Fuerteventura, an island in the

And the amusing thing was you literally, they had a washing machine but no dryer.

You put it up on the line.

About 40 minutes later, it was ready to wear.

So how would you market that to people?

How would you change the behavior?

Change the behavior so that it's not necessary.

Now, I understand that people don't want to put their underpants, you know, private things.

I suspect that a lot of it is those weird housing associations already have rules that say you can't do it.

And then bit by bit, the social norm spreads.

Hmm.

Those American housing associations are basically like living in a Nazi regime, isn't it?

It's like those co-op apartments in New York, which are... I mean, in London, we never tolerate that degree of kind of intrusion before we're allowed to move into a property.

No, no, it is completely a game.

And apparently they can demand information which the IRS can't demand.

I mean, it is absolutely bizarre.

And you have a co-op board which will

you know, in occasion, kick people out as well.

But what probably happens is that once... This is very similar, by the way, with the necessity of children playing outside, which is once the behavior drops below a certain threshold...