Sure. I believe that a fairly recent/new 2-4 years worth of study on how intoxication can cause losses to business and how HJOE plans on offering their brand as a way to revitalize and recover, taps them into this 249 billion in potential loss. I guess what they're repeating, as this was also printer a couple of weeks ago (I missed it) is they want to assist in improving functionality and economic loss due to hangovers. I think the merit in that is important enough. Anything that can help reduce losses to business is important in businesses functioning at peak effectiveness. I'm not judging the merit of whether HJOE will actually follow-through and make that connection with businesses as that would take a grass roots movement and making more connections with big business (no easy task), but only judging the intent. If they can capitalize on 1%, as they mentioned and can improve productivity by that much, the savings to businesses can be big. Whether it works or not is up to the company, not me. Meanwhile, we look to be headed to the trips...LOL