A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. There are two kinds of companies, those that work to try to charge more and those that work to charge less. We will be the second. We expect all our businesses to have a positive impact on our top and bottom lines. Profitability is very important to us or we wouldn’t be in this business.