My view is that you need to create intimate, close-quarter moments in time as compelling as scenes from your favorite movies or rock concerts to support broader campaigns. There's a reason why we all applauded during the final scene of Star Wars when they were awarded medals. The film's heroes overcame enormous odds to save the universe, and the viewer was part of it. There's a reason why we'll stand in the freezing cold to scalp a ticket to see Silversun Pickups in London. You can still get within 10 feet of the world's best rock group and feel part of their community. Similarly, we need to create standing-room-only metro marketing, not mass marketing, opportunities for keeping consumers excited about EVs long before they hit the roads in scale, and be able to share -- and hold -- that excitement with their friends before the cars hit the road.