You understand human behavior, positioning and dynamics. How do unconscious marketing elements like context, environment and positioning affect the marketing schtick?

One thing I've really appreciated about you over the years has been obviously, you know, you're one of the most intelligent marketers out there, but something about understanding human behavior, positioning and dynamics.

So for example, however many years ago, maybe you remember what year it was, you did the first state of the internet address. You did it in an office that looked pretty fancified, you sitting at the big desk and what people didn't realize, and I know you explained this later...