It?s a very different economic environment from 10, even five years ago.

It's a really nice atmosphere, ... It's a good family environment.

[Marketers subscribing to this idea believe that people give more honest responses in their natural environment than during traditional focus group studies.] There's often a gross disconnect between the public persona that people present and what their values actually are, ... The person that shows up for a focus group is often at variance from who people are in their private life.

To explore the possibility of creating a visual environment that has an equal degree of complexity and layering to play off the sonic world that he created, that is the boundary that is being pushed, ... We're going to learn a lot from this experience.

I mean, what is racism? Racism is a projection of our own fears onto another person. What is sexism? It's our own vulnerability about our potency and masculinity projected as our need to subjugate another person, you know? Fascism, the same thing: People are trying to untidy our state, so I legislate as a way of controlling my environment.

That's a really tough competitive environment to live with and the Rams have been one of those teams that have had repeat success under that system.