Don't forget our friend Mr. Roddy. Who, while selling a similar product, has somehow managed to conduct himself in a positive way for several years here. I'm sure that there's been times when his products have been criticized too.

The way that I see it, if you have a $100,000 advertising budget, and each year, your advertising nets you 100 new customers, then you've effectively paid $1000.00 for each customer.

Ergo, should you happen to tick off and lose a potential customer then you've just cost yourself $1000 in advertising expense alone to replace him or her.