The kind of creatives we're talking about, kind of by definition, do things differently (not to ape Apple's old slogan too much). That's AKA risk, and, yes, som

The kind of creatives we're talking about, kind of by definition, do things differently (not to ape Apple's old slogan too much). That's AKA risk, and, yes, sometimes it will lead to ruin. But it's also the only way to move the area forward.