Transcription
It's often described by someone as if you spend 20 million launching a car, it does say to the consumer, it's probably worth test driving this car because if everybody who test drove this car said, Jesus, this is a croc of they wouldn't spend 20 million pounds. You see what I mean?
It's kind of reverse reverse calculus, if you like. Not irrational, by the way, because it's a costly signal and therefore difficult to fake.