I think he might be having trouble believing this is even happening. He's always struck me as someone who's able to figure out what works and what doesn't and wasn't so against the consumer as what we're seeing now. Sure, he's made some bad decisions during his career, but nothing on this scale. If anything, if he were still at the helm of the company, I don't think he'd let it happen. He's too much of a technology geek himself.