Because what Howard did, is he fundamentally changed the way the food industry thinks about making you happy. Assumption number one in the food industry used to be that the way to find out what people wanna eat- what will make people happy- is to ask them. And for years and years and years and years, Ragu and Prego would have focus groups, and they would sit all you people down, and they would say “what do you want in a spaghetti sauce? Tell us what you want in a spaghetti sauce.” And for all those years- 20, 30 years- through all those focus group sessions, no one ever said they wanted extra chunky. Even though at least a third of them, deep in their hearts, actually did. (laughter) People don’t know what they want! Right? As Howard loves to say, “the mind knows not what the tongue wants.” It’s a mystery! And a critically important step in understanding our own desires and tastes is to realize that we can not always explain what we want deep down. If I asked all of you, for example, in this room, what you want in a coffee- You know what you’d say? Every one of you would say “I want a dark, rich, hearty roast.” It’s what people always say when you ask them what they want in a coffee. What do you like? Dark, rich, hearty roast! What percentage of you actually like a dark rich hearty roast? According to Howard, somewhere between 25 and 27% of you. Most of you like milky, weak coffee. Which you will never, ever say to someone who asks you what you want- that I want a milky, weak coffee. (laughter)