Agreed. By the way, was it David Ogilvy who once ran a large ad describing exactly how his company makes ads? I’d heard a story like that once — that he basically did an ad w/ their entire process outlined. Apparently, some thought it was crazy to run an ad like that w/ more or less priprietary info in it. But, I guess the idea was that clients really responded to it. I can’t recall if that was O&M, though.