We did some research and discovered that when people were going to serve soft drinks to a friend in their home, if they had Coca-Cola (KO) in the fridge, they would go out to the kitchen, open the fridge, take out the Coke bottle, bring it out, put it on the table, and pour a glass in front of their guests. If it was a Pepsi, they would go out into the kitchen, take it out of the fridge, open it, and pour it in a glass in the kitchen, and only bring the glass out. The point was people were embarrassed to have someone know that they were serving Pepsi. Maybe they would think it was Coke, because Coke had a better perception. It was a better necktie. Steve was fascinated by that.