You really don't have to tell me Andy!
I've just been amused to see Simon's red lines crossed one by one over the years. And I encouraged a few of them. White bibs is the only one left now.
But chapeau to them for this one. It works so well with EF where it wouldn't for the rest of us.
It's always been a marketing led brand first and foremost, so I'm not surprised this is where it's at today.
You can say what you like about the products, but their marketing remains well ahead of their rivals.