" Fundamentally, quoted companies, companies with shareholders, the whole capitalist philosophy is to go that way to the market. (Create market share.) And the massive difference between the Italians and that system is that all these Italians that you meet, Alessi, B&B, whoever, they all own their own companies. And so, if they say they don't have to go via marketing process to make design decisions, they just say "I like it, it's my money; I [will] risk it.""