I work for a fi nancial services fi rm. We do new product development all the time, and a lot of it is of the incremental variety. You know, bundle credit card access to a savings account, bundle the savings account to a money market account, add an IRA investment option, things of that sort. Explain how the new products process is relevant in my industry, and to my company. Seems like it’s more tailored to physical goods. Isn’t it a little misleading?