Couldn't agree more. You wrote the comment I wanted to write but hadn't got round to starting on. The only thing I'd add is that whether in traditional or digit

Couldn't agree more. You wrote the comment I wanted to write but hadn't got round to starting on. The only thing I'd add is that whether in traditional or digital, an awful lot of guesswork is needed to even know how well something performed, yet alone how something will perform in the future.