I think they are engaged in a Manichaean struggle with their ghostly and ghastly foe, "the shorts" and "the Street" and the nefarious and assorted non-buying and therefore uneducated customers and the idiotic competition who just don't get it. They think of themselves as a sort of cheerleader group, jumping around and doing cartwheels and shouting Ra Ra! and give me a W, give me an A, give me a V, give me an E, whaddaya got?
Whereas we look at the numbers.