#gillette

Civility Wars – 2019 in review

As we roll into the final days of 2019, FNF Media has complied some of the highlights/lowlights of 2019, a year which probably defines the war on civility. To us, confected outrage has been a strong theme. There is no doubt that in 2020 we will only see the battle of the oppression Olympics hit new highs.

Having had the privilege of living abroad for the past 20 years in a country that knows no political correctness, coming back to my Aussie homeland over the past 12 months has opened my eyes to just how pathetic a nation we have become in so many areas and how afraid many are to speak out for fear of being whacked by the woke warriors.

So lets have a look at how 2019 panned out, in no particular order.

1) CLIMATE EMERGENCY & BOWING DOWN TO A 16-YO TRUANT

Climate change causes everything OK and how dare you question a 16yo pigtailed truant for pointing out your wicked ways.

Remember the caring and nurturing Newington College headmaster rolling over to student demands to attend the climate strike in Sydney? As we pointed out, the school’s academic achievement rank in the HSC just completed saw the school sink from rank 98th to 176th.

At the very least we got to see students, so oblivious to their own hypocrisy, happy to gorge on McDonalds after the strike, despite that evil bastion of capitalism summarizing single use disposable waste with their guardians.

We shouldn’t forget how many local councils strayed from the remit of mowing parks and collecting residential rubbish to pass resolutions on the ‘climate emergency.’ Bega Shire Council unfortunately boasted about the increased air traffic through the local airport and Northern Beaches Council championed a 293t CO2 saving which would assist the world by a mammoth 0.000000000699857% saving! Yes 9 zeroes. Little did they know they put a picture of its least efficient fossil fuel powered vehicle on the cover of the latest annual report.

2) BUSHFIRES & A PRIME MINISTER ON HOLIDAYS

How easy it was for the media to lambast the PM Scott Morrison for taking a holiday during the bushfires. Instead of staging political theatre where he handed out water bottles in front of dozens of media crews getting in the way of fire fighters, we spent over a week beating him up. Funny how Queensland Premier Anastasia Palaszczuk escaped all criticism for the same crime for taking a cruise?

How quick the media used climate change as the culprit despite almost 100 people being arrested for suspected arson. Never mind the Australian Institute of Criminology’s statistics that show 85% of all bushfires are either accidentally, suspiciously or deliberately lit.

How quickly the press fell in love with former PM Tony Abbott who they admonished for helping fight fires while in the top job now they had a new person to attack.

3) ARMCHAIR EXPERTS ON CLIMATE CHANGE

Ah but 29 former fire-fighting chiefs (under stewardship from the Climate Council’s very own High Priest of Dud Predictions, Tim Flannery) told us climate change was the main culprit behind the bushfires, even though the West Australian government’s own fire fighting wing categorically writes the exact opposite.

FNF Media stated that we couldn’t hold a candle to these brave firefighters when it comes to battling blazes, but that expertise in climate science was not a given.

What a joke it was to have the Australian Medical Association (AMA) pushing its complete lack of knowledge in climate science to ram home our reckless ways. Never mind that AMA membership as a % of doctors has plummeted from 95% to around 27%. Isn’t their a membership emergency it should focus on?

Even better we had our regulators APRA and ASIC stepped into the breach to warn us of why our corporates must report on climate change, even though their own statistics bear out that companies have viewed it as less of an issue over the past 6 years. So if companies won’t comply with things that don’t seem to be a problem, our regulators will enforce it so they can garner extra observatory oversight at taxpayer expense, even though they fail time and time again on catching errant behaviour.

Never mind, the Australian Conservation Foundation has lent on Cricket Australia for not using its platform to push climate change! How wonderful to learn that the UN created yet another body to push the climate change agenda. Would people truly listen to Cricket Australia on the climate emergency especially as day/night BBL matches are played almost daily with players jetting across the country non-stop?

4) HOTTEST TEMPERATURES EVER?

How the media fawned over the claims that Australia had its hottest recorded average temperatures ever. Never mind that the Bureau of Meteorology (BoM) starts its data set from 1910, politely ignoring far hotter temperatures in 1896 and 1909.

5) ACTIVIST INDUSTRY FUNDS FAIL TO MEET THEIR OWN STANDARDS

Instead of pushing for maximum returns on investment, half of our ACSI member industry superannuation funds failed to meet the very criteria they set for corporate Australia in terms of gender targets. Poor CEO Katie Page at Harvey Norman had to face a barrage of criticism over these woke metrics at her company despite the long term performance of the retailer smashing the socially responsible industry funds by a country mile.

6) ISRAEL FOLAU & RUGBY AUSTRALIA

No need to go over his controversial tweets. No need to cover the supposed settlement and mutual apology. What Folau exposed was the utter incompetence at Rugby Australia. The complete failure in management that led to the coach of the main franchise to proclaim he had no relationship with the CEO and a poor one with the chair.

All of this aside, when a sporting franchise pursues avenues that alienate the very fans that pay the bills, that is never going to be a wise move. Revenues are floundering alongside match attendance.

7) GET WOKE, GO BROKE

Who could forget the ridiculous toxic masculinity campaign led by Gillette? What a surprise that its parent P&G was forced to write off US$8bn (an entire Qantas Airlines) in market value. There is a high chance when you walk into Woolworths or Coles that Gillette products are deeply discounted. A great lesson in why corporates shouldn’t dictate terms to their customers.

On a hilarious note, a vegan feminist cafe was forced to close in Melbourne. Little did it realise that hating your customers could lead to bad reviews. One Trip Advisor comment went so far as to say,

A terrible cafe that has no respect for either equality or the law, with horrible staff that I swear the owner had to scour the scum of the earth to find. Spend half an hour trying to get a waitress to come over and when they finally showed up they told me I’d have to wait because I was a “cis gendered white man” and there were women who needed to be served first. According to the waitress I’d have to wait until ALL women in the shop were served before they’d take my order, even those who came in after me. I left at that moment and will never return.

8) UNWINNABLE ELECTIONS & DUD POLLS

This year has been a year of unwinnable elections. BoJo got his mandate to leave the EU. Gladys Berijiklian won in NSW against ‘thank you for your service’ Michael Daley and Scott Morrison beating Bill Shorten in the federal election. It is no longer about parties but respecting the will of the people. Politicians must not forget this in future elections. Batman summed it up best. How many times have we seen polls miss the mark? Ever more so, people are hiding their true preference until the ballot box.

9) IMPEACHMENT

What a clown show. The Democrats have turned what should have been an exceptionally grave and serious event surrounding impeachment into a complete circus. From Dem representatives wearing Batgirl costumes to vote, to a Stanford law professor who confessed to crossing the street to avoid walking in front of a Trump building when testifying as a key witness to another Dem representative live streaming golf during the hearings. To top off the supposedly solemn occasion, Nancy Pelosi had to zip up her unruly kids after radical left wing representative Rashida Tlaib live streamed her beaming smile on the way to vote to impeach Trump.

So embarrassing have the hearings been that Americans don’t support the impeachment of the president.

10) IDENTITY POLITICS

Where to begin? As a middle-aged white heterosexual male FNF Media has the worst selection from the identikit.

Perhaps the best quote from the radical left on the poison that is identity politics, Congresswoman Ayanna Pressley who said,

We don’t need any more brown faces that don’t want to be a brown voice. We don’t need black faces that don’t want to be a black voice. We don’t need Muslims that don’t want to be a Muslim voice. We don’t need queers that don’t want to be a queer voice.

Since when did all black, brown, queer or Muslim voices all conform to a predetermined script of how they must behave, act and think? Don’t comments like this make those who practice identity politics as the very racists, bigots and fascists they condemn?

The funniest take on identity politics was a motorcyclist competing as a cyclist because who is anyone to say he wasn’t who he said he was?

11) OUR NATIONAL BROADCASTER & BIAS

Our ABC has claimed forever that it is unbiased. How embarrassing that an internal staff survey showed only 46% of staff were engaged. Many complained that management failed to deal with underperformers appropriately.

How the Q&A program allowed a bunch of feminists who supported the murder of men, the destruction of the white patriarchy and setting things alight. Management issued an apology several days later citing the need for an inquiry.

Don’t forget that ABC Kids also has no problem making shows educating kids about white privilege.

12) DO AUSSIES REALLY WANT JACINDA ARDERN AS PM?

How many times have we read media comments that Australians pine for NZ PM Jacinda Ardern to lead us?

Yet how many of the 570,000 kiwis living in Australia have made a B-line to return to the land of the long white cloud and bask in the wokeness of the Wellness Budget? We wrote, that Ardern’s wonderfully ‘marketed’ package was less generous than what Australia already provides in the mental health and social wellbeing areas. What a surprise no media bothered to report on it? Instead we had Lisa Wilkinson implore ScoMo pick up the phone if he was ever in doubt, despite winning the unwinnable election! Her husband, Peter Fitzsimons had his finger off the pulse re Brexit, slamming the decision by Brits as harking after Little Britain.

13) THE WAR ON FREE SPEECH

It is quite disturbing to read what constitutes as hate speech. Rigel Robinson, a young councillor in Berkeley, California has said that “words matter“. The city will remove gender-specific language like “manhole” and change it to  “maintenance hole.” In his proposal, the words “policemen” and “policewomen” will also be phased out. “He” and “she” will also get the boot in favour of “they”.

One story that many missed was one about Oberlin College in the US. The university was sued $44m for falsely accusing a bakery of racism when they had simply caught several students shoplifting. The university blew it up into a racism story.

14) JUSSIE SMOLLETT & HATE CRIME

Who could forget the elaborate hoax set up by Empire actor Jussie Smollett in order to stoke tensions against MAGA hat wearers. How fantastic that the Chicago Police turned on him for wasting their time and charging him with the bill for their investigative work. What a surprise to see the mainstream media latch onto the hoax which was further pushed by politicians like Maxine Waters.

Hate crime in America according to the FBI has plummeted in the last two decades. For Smollett’s reference, Anti Black Hate Crimes have more than halved since 1996. As a % of the black population, Anti-Black hate crimes have fallen from 0.0131% to 0.0046% of their racial background.

15) THE STATE OF EDUCATION AROUND THE WORLD

We should be really worried at the state of how our universities have ceased to be campuses of free thought and open mindedness.

The Inclusive Communications Task Force at the Colorado State University has introduced an appropriate language guide and it has deemed the words “America” and “Americans” might prove offensive to some and have discouraged their use on campus. The reason?

The Americas encompass a lot more than the United States. There is South America, Central America, Mexico, Canada, and the Caribbean just to name a few of 42 countries in total. That’s why the word “americano” in Spanish can refer to anything on the American continent. Yet, when we talk about “Americans” in the United States, we’re usually just referring to people from the United States. This erases other cultures and depicts the United States as the dominant American country.

Some of the other loony words that are deemed offensive include:

Basket case, Eye for an eye, Takes the cake, Crazy / Nuts / Maniac / Lunatic / Insane / Deranged / Psycho / Demented / Depressed / OCD, Freshman, Eenie meenie miney moe, He or She, Ladies or Gentlemen

The University of San Francisco went on a mission to ensure that white students checked their privilege and ran an entire ad campaign around campus which can ge seen here.

If we wrap students in any more cotton wool they will not know how the real world works when they enter it.

It extends to kindergarten too. The loony left are looking to equate kisses from a grandparent with sexual consent. It doesn’t take much imagination but in the Democratic People’s Republic of Victoria some educational apparatchiks believe a grandparent kissing their grandchild can violate them. In what world does a grandparent showing affection to their own flesh and blood have incest on their minds? Most likely never.

Is it any wonder we have falling PISA scores when our educators are focused on this irrelevant garbage?

16) WHERE WOULD WE BE WITHOUT THE WISDOM OF CELEBRITIES?

It wasn’t so long ago that Will.I.Am got into a disagreement with a Qantas stewardess who asked him to follow her guidelines. So incensed was he that he posted her name on Twitter to dox her. Good on Qantas for agreeing to support her legal defamation case.

Hollywood Actress Rosanna Arquette told the world of her “disgust” and “shame” at the “white privilege” afforded her. She tweeted, “I’m sorry I was born white and privileged…it disgusts me and I feel so much shame“. If she feels so badly about maybe she should sell her mansion, move to a poor neighborhood and give her money away to charities that support non-white minorities. Only then can she atone for the sins of her parents for not making her another colour.

Who could forget the praise for US Women’s Soccer Team champ Megan Rapinoe who pushed the equal pay movement in soccer despite every other person and their dog knowing that revenue drives pay. She used her Sports Illustrated sportsperson of the year award to attack the very people that gave it to her.

At least her antics rubbed off on the Aussie Matildas women’s team which happened to be beaten 7-0 by a bunch of 14yo boys. When will sporting codes just face up to reality? If men’s sports attract 4-5x the audience, is it any wonder pay rates are different? Could it be both men and women prefer the men’s game in most sports.

17) WHEN COUNCILS IGNORE THE WILL OF THE PEOPLE

One of FNF Media’s favour the clips was from the Seattle City Council which was criticized by a resident for planting with their phones while he was asking a legitimate question.

18) WHEN TRUMP CUT FUNDING FROM THE NATIONAL SCIENCE FOUNDATION

So the media unsurprisingly hurled abuse at Trump for his plans to cut National Science Foundation (NSF) funding by $1bn. Typical. Yet maybe it’s worth reminding ourselves how the NSF has misappropriated taxpayer funds with such reckless negligence. 

The “National Science Foundation: Under the Microscope paper from 2011 documented some of the misappropriation of funds as follows,

An $80,000 study on why the same teams always dominate March Madness”, a “$315,000 study suggesting playing FarmVille on Facebook helps adults develop and maintain relationships”, a study costing “$1 million for an analysis of how quickly parents respond to trendy baby names”, a study costing “$50,000 to produce and publicize amateur songs about science, including a rap called “Money 4 Drugz,” and a misleading song titled “Biogas is a Gas, Gas, Gas”;” a study costing”$2 million to figure out that people who often post pictures on the internet from the same location at the same time are usually friends”; and “$581,000 on whether online dating site users are racist”.Ineffective management examples, cited in the report, included “ineffective contracting”, “$1.7 billion in unspent funds sitting in expired, undisbursed grant accounts”, “at least $3 million in excessive travel funds”, “a lack of accountability or program metrics to evaluate expenditures” and “inappropriate staff behavior including porn surfing and Jello wrestling and skinny-dipping at NSF-operated facilities in Antarctica”

We should reflect on the wise words of Thomas Sowell,

Those who cry out that the government should ‘do something’ never even ask for data on what has actually happened when the government did something, compared to what actually happened when the government did nothing.”

IN CONCLUSION

Thank you to all FNF Media’s readers, critics and comments. Wishing everyone a wonderful 2020 even though we should prepare ourselves for it to be 2019 with more of the ridiculousness we have compiled for this year.

We will endeavor to fight for free speech and use data to disprove much of the group think espoused by today’s mainstream media and increasingly our academics.

San Francisco Mayor should mind her own business, literally

Related image

The tale of a typical liberal politician. City of San Francisco Mayor London Breed, a Democrat,  said she will no longer conduct business with 22 states that have laws limiting the ability of women to obtain abortions, specifically late-term. At present Alabama, Arkansas, Florida, Georgia, Indiana, Iowa, Kansas, Kentucky, Louisiana, Massachusetts, Mississippi, Nebraska, Nevada, North Dakota, Ohio, Oklahoma, Pennsylvania, South Carolina, South Dakota, Texas, West Virginia, and Wisconsin have pro-life laws in place. City of SF employees will be prohibited from conducting business travel to states on the list, and from making any deals with companies headquartered in those states. 

The City of SF’s Director of the Department of the Status of Women, Dr. Emily Murase said,

In recent years, states across the country have passed a growing number of restrictive abortion laws. In accordance with Supervisor Brown’s ordinance, we identified state laws that prohibit abortion before viability and have recommended that these states be added to the City Administrator’s list…If any company that is headquartered in the listed states wants to continue doing business with the City, we encourage them to stand up for reproductive rights and advocate for a change to their state law. We applaud Supervisor Brown for her leadership in authoring this ordinance and for continuing San Francisco’s long history of fighting for women’s rights.

As regular readers would know, CM detests corporates getting actively involved in politics that are completely removed from the products they sell. Corporations are completely free to go down the path of whatever marketing path they desire. However, CM doesn’t need lectures from Nike, Gillette or Starbucks on their views completely unrelated to fitness, shaving or bitter burnt coffee. CM would prefer these corporations to leave it to customers to make choices solely based on the combination of utility, quality and price of the products they sell. CM is also against boycotting of any kind. Let individuals make these choices.

Unfortunately, too many corporations are folding to this type of virtue signalling. Corporations cannot guarantee that they have 100% support for unrelated political positions among staff, so why push agendas that have little or no relevance to the performance of the business for the sake of public preening? When scandal-clad banks make overt gestures of their moral superiority on matters outside of their remit, CM reaches for a bucket. On what grounds do banks have to lecture we peons on anything? Hypocrites.

Sadly for Breed, Coca-Cola, WalMart, AT&T, Aetna, Pfizer & Eli Lilly have donated to politicians who have advocated for abortion bans in some of those 22 states. Corporate donations to politicians that may support abortion bans don’t necessarily automatically convert to company policy on the same topic. Will City of San Francisco employees caught drinking Diet Coke be hauled into a room and read the riot act? Will an internal lunchtime order for Domino’s Pizza with 50% off a 2-litre bottle of Sprite special demand staff seek pre-approval from the mayor’s office?

True to form, liberals such as Breed have no compunction bullying big business to toe the line, much like the NBA now buckles to the whims of President Xi. While kneeling for the US anthem or shunning President Trump is considered an act of free speech, it is now mandatory for all players to stand for the Chinese national anthem. How wonderful liberals decide to back the side, not the principle.

Regardless of one’s views on the rights and wrongs of (late-term) abortion, it is rather ridiculous for a mayor to dictate terms to public officials in other states who were voted in by constituents that happen to hold different opinions.

Perhaps Mayor Breed should focus on the disastrous liberal policies that have led to a surge in homelessness, drug use and public human excrement clean up squads. Although she won on a ticket of cleaning up this mess, the trends remain in force with the 1Q 2019 trend at 6,700 fecal incidents. Homeless numbers remain high.

So before Breed starts berating her neighbours for their supposed shortcomings, perhaps she should concentrate on her own backyard first. Better still, perhaps she should run for mayor in one of the cities of the 22 states mentioned and push her pro-choice platform to see how far she gets. Didn’t think so.

The ultimate irony is that these 22 states probably have less to lose than San Francisco does with this action.

Gillette champions what it censured. Too late

So is this admission that Gillette has finally realised it made a catastrophic marketing mistake to throw the majority of its customers under the bus? How interesting that the company now champions the very macho men it sought to criticise. You know, those who put their lives on the line to protect us. Unfortunately, Gillette, it is a bit late. More than happy with my Schick Hydro. Your $8bn is a fantastic Harvard case study of failed marketing campaigns.

Job opening: Activism & Impact Manager

Activism

This is actually a job. Ben & Jerry’s Ice Cream is hiring an ‘Activism and Impact Manager‘. Lucky for them, its parent Unilever is also a woke corporation. The job spec is simple:

Do you have at least three years’ experience working in campaigning within the NGO, charity or grassroots movement-building space? Have you got a passion for the idea that business can be used to drive positive change in the world? Do issues of social and environmental justice drive you to take action and are you able to persuade others to join you?

Values-led ice cream company Ben & Jerry’s is recruiting an Activism and Impact Manager to lead social and environmental justice campaigns in Australia and New Zealand with our team in Sydney.

CM guesses that milk shaking conservatives is a new thing of the left so there are some definite synergies to be had by “Ben & Jerrying” them. Hopefully, the Chief “Woke” Officer (CWO) can offset any losses to Unilever’s bottom line by encouraging activists to only use social and environmental just milk-based products from Ben & Jerry’s to ensure that the lost business from one side is made up through willful waste on the other.

When will businesses learn that telling their customers how to behave is not required? Yet another business to swipe from the list – Nike, Gillette, Ben & Jerry’s, Colgate, Starbucks…

PG slices another $8bn off Gillette in 4Q

P&G reported stronger earnings overnight but wrote off another $8bn in 4Q on top of the $6bn in 3Q on the Gillette brand in terms of goodwill and intangibles. Of course management brushed this off as significant devaluations over a decade, lower shaving frequency and new entrants at prices lower than the average. Nothing to do with the toxic masculinity campaign 6 months ago? Get real.

Under grooming, most of the results performance came through the sale of real estate in Boston. Other than that the company reported unfavorable channel mix, volume declines, brand communication investments and currency headwinds. The CFO Jon Moeller said with respect to Gillette,

You’ve got here a business with a very broad global footprint, and particularly with the year that we have just been through, that impacts that value assessment,”

Sorry, what does that even mean? No surprises that grooming was the worst performing division in P&G’s quiver.

Get woke, go broke.

Nivea CEO – “we don’t do gay”

LGBTQ Nation has reported that Nivea CEO rejected a campaign from its ad agency – FCB Global – which involved two men holding hands with the words, “we don’t do gay at Nivea.” This has led to a social media backlash showing offended users binning their products in protest. The laugh is that the advertising agency wants to dictate to the client how it runs its business. Nivea just doesn’t wish to promote “woke.” A choice that it should be entitled to make, just as Nike or Gillette are.

Nobody asked in what context “we don’t do gay” were said? Was it in reaction to the disastrous Gillette (note P&G reports Q4 results on July 30th) campaign on toxic masculinity? Did Nivea merely not want to reference specific minorities where it didn’t feel sufficient market gaps or opportunities would be found or was it a venom filled homophobic tirade? CM is willing to bet it was the former. Some corporations don’t wish to mix politics with product.

Nivea got in hot water in 2017 when it promoted a skin lightening cream in Africa. After much success with such products in Asia (where lighter skin is deemed more beautiful and brands make a fortune selling cosmetics based on this) it tested the African market. Unfortunately it got into hot water despite demand. The skin whitening industry was $10bn in 2009 and expected to grow to over $23bn by 2020.

Should Nivea be bashed for supplying products to a market demand that clearly exists? If Africans wish to lighten their skin, shouldn’t that just be a question for that individual? No one is forcing Africans to use their products. Nicole Amartefio is rightly proud of her skin hue so she can choose, like many others, not to buy into the ‘insecurity.’ If Nivea sales tank, they can blame the marketing department for inadequate due diligence.

Maybe CM should protest the sunscreen market for heightening insecurities over skin cancer because whites have less melanin? Do people realise that sunglasses lower the risk of tanning because the eyes regulate melanin production based off the glare the eyes receive? Why doesn’t Nivea promote the use of sunglasses instead of selling expensive sunscreen?

However this is where the Nivea story gets stupid.

FCB Global has been Nivea’s as agency for over 100 years yet its CEO Carter Murray said it intends to end the relationship with Nivea at the end of the contract.

FCB is within its rights to bin a century of business development but if the client wants to follow a mainstream campaign rather than get woke, surely isn’t it Nivea’s prerogative to do so? Does it require Nivea to meticulously follow the social diktat of its service providers? Who does FCB Global think it is? Why does it seek to throw its client under the bus? So much for respecting a century old client relationship.

LGBTQ Nation argues that one of the agency staff who proposed the campaign was indeed gay himself. Presumably he was offended.

Sadly Nivea felt the need to make an irrelevant statement to defend something completely unnecessary,

We are an international company with more than 20,000 employees with very different genders, ethnicities, orientations, backgrounds and personalities worldwide…Through our products, we touch millions of consumers around the globe every day. We know and cherish  that individuality and diversity in all regards brings inspiration and creativity to our society and to us as a company.”

Do consumers honestly ask themselves how “woke” every brand they buy? It is not dissimilar to ANZ preaching about Maria Folau. Is that in the forefront of the 5 million customers it serves? That is not even taking into account the hypocrisy of a bank which was admonished by the Hayne Royal Commission for unethical behaviour.

If Nivea believe that advertising to the LGBT community is a winner, let it decide because it has far better information than FCB Global about markets, products and segmentation. It shouldn’t feel guilty. Subaru America ran a campaign that targeted the lesbian community. Clearly the brand felt its market position had to differentiate away from the monsters of Toyota and Honda.

Talk about FCB Global cutting off its nose to spite its face. Expect its business to be affected more than Nivea. #GetWokeGoBroke . Interested to see how Gillette’s Q4 trend has been since the disastrous Q3 when P&G reports.

The moral of the story is to let the free market weigh Nivea’s decisions. It hasn’t called for anything other than defending how it serves its client base. Nivea parent company, Beiersdorf AG, has not experienced a share price backlash.

Truth in advertising

Truth in advertising. Gillette would do well to learn from it. Aldi got a bad review from a customer and instead of the normal ‘sweep it under the carpet‘ attitude of big corporates it faced its own shortcomings with a promise to lift its game. Perhaps if Gillette came out and said “we’re sorry for overstepping the mark on toxic masculinity. Here are all the great things men do” then its sales wouldn’t be thumped so badly.