> it looked like your great-grandparents' brand I think that's the value in it. A brand that hasn't changed in a hundred years, that you remember in your grand

> it looked like your great-grandparents' brand I think that's the value in it. A brand that hasn't changed in a hundred years, that you remember in your grandparents cupboard where you were five years old, that's been in the background for your entire life... you can't invent that provenance, and once it's gone, it's gone.