From a marketing perspective, technology and performance in this category are table stakes.So we stepped back from the technology and thought about the people who used the technology. What they do. Who they are.And, we thought, these are smart people. Just as important, they’re doing cool things. The more we spoke with the people at EDAX, the more we felt their excitement. They are incredibly passionate about what they do. They want their customers to have the best equipment because they understand how important their customers’ work is. And that work… is cool.So we decided, let’s convey the cool. Let’s show that, at EDAX, we understand our customers. We see the world like they do. And, man, it’s cool.