Good point, Colm Byrne. I think it’s a spectrum that I didn’t elaborate on enough. Some solutions may be good enough but also 40 years since anyone did anything about, and so something new may be welcomed… for example.

I suppose the question for any group is, do we want to innovate in a space where good enough solutions already exist or somewhere more green field? If the former, do we have the patience, persistence, and budget to remain, while our customers decide if and how they’re going to change their habits? What kind of innovation aligns with our culture and roadmap?