1. In the broadest context, the goal is to seek enlightenment – however you define it.
2. Their products have no spirit of enlightenment about them, they are very pedestrian.
The sad part is that customers don’t have a lot of that spirit either, but the way that we’re going to ratchet up our species is to take the best and to spread it around everybody so that everybody grows up with better things and starts to understand the subtlety of these better things.