"We’ve kind of grown up in a world where we’re very skeptical of marketing people. And, you know, putting bows on packages is an important exercise fluff versus substance is a good way to illustrate it. I wouldn’t call it hesitation so much as naturally wanting to use a resource that creates substance. The clear signal, because of our background, was that Rogue had a specific methodology they were trying to follow. They stepped up and tried to lead very quickly. Using a specific methodology to do this work changes how we as...subject matter experts look at the process. Because again, remember, some of our hesitation was about fluff versus substance, and once you understand the methodology, it’s a little easier to understand how to get and maintain and push toward substance. So it educated a series of subject matter experts how marketing can deliver substance. And it changed the way we look at how these efforts should be maintained going forward.”