Then the firm should be fired and blackballed for not have the sense that this was a special case that required upstream consultation. And the PR people in Sam

Then the firm should be fired and blackballed for not have the sense that this was a special case that required upstream consultation. And the PR people in Samsung ... well, I'm not even sure they're having much input into what the company has done, because the whole handling of this has been horrible. They've suffered a terrible loss in brand equity, and it takes a lot longer to recover that than mere dollars.