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They weren't designed for that space and if we persist in using them kind of like roaring in there in SUVs, trying to do market surveys and you know, consumer surveys and focus groups that not only will it be perceived as affrontive and extractive, but we're probably gonna get bad information. We do get bad information generally. So what we need is a new approach. We need a new business process for engaging with those in the base of the pyramid, doing so in a way that's collaborative, that develops mutual trust, and that provides a much clearer and better developed window through dialogue about what are the actual, the real needs and aspirations, and the aspirations part is important. Rather than just viewing the poor as survival machines, to think of them as human beings just like us and to build a collaborative, to think of those in those settings as partners and colleagues, not just as clients or consumers. That's a big part of the base of the pyramid protocol. That grew out of our base of the pyramid learning laboratory. There are other initiatives now that are getting underway as well, but we've got Erik Simonis and Duncan Duke who are doing their doctoral dissertations focused on protocol work in the field with S.C. Johnson, with Dupont and with other companies that are undertaking this approach now out there in the world in Africa, in India and elsewhere.