Thanks Prof Piller for including us on what is essentially the bible of Mass-Customization and Co-Creation, we're really proud to be included. Something else we'd like to add that might be useful for the conversation is the amount we've learned about overwhelming choice. We started with far more options, took some away, added more, took some away. Ultimately there isn't a perfect set of options. Instead, we've tried to identify a customer we care about, and offer them a product and a design experience they'd enjoy.