Traditional advertising is a big problem because of the paradox of choice.

Now, what we know to do, what you have to do is to strip away their choice.

We can't give them choice.

We have to create selling environments in which we put them where they have two or three choices, only all of which are ours. That's what we must do.

And if you don't get good at that, all you can ever possibly get is one 622nd sliver of the soup purchases today.

Otherwise, if you want more than that, accidental, random, organic share of purchases, you got to take the customer away from choice.

We have commoditization of everything.

We have the tyranny of free, which is the ultimate commoditization, grows with each possible day because people are willing to cut prices, do things for free.

Find other ways to subsidize them.

The reason Amazon is a killer is because they are willing to operate at, and Wall Street is willing to let them operate at no profit. So, they're able to come into all sorts of categories of goods and now services and sell at a loss, subsidizing the loss by their only profitable business, which is providing web services to people like our friends in the t-shirt business and selling software and so forth.

And Wall Street will give them an unlimited bucket of money.

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