You are probably correct in that the trend has changed. My feeling is that it may be that the companies we do business with are a bit more established and they may still be subject to the decisions made during a trend-phase that doesn't really make financial sense to step away from and build again from scratch, but if those decisions were made now, it may be taken in a different direction.

But the fact that they no longer have such a strong foothold in their home turf is a bit concerning for MS I'm sure. That's why I was curious to see whether there was any effort on MS's part to change their approach and invest more in grassroot business building that will establish those long lasting relationships with brands that will be both valuable and recognizable in the future.