Transcription
If people are frightened of change, you don't tell them the new thing's different until they've discovered it for themselves and liked it.
And it's then a kind of proof point, well, you can't you can't be unhappy with this because you happen you you've been happily using it for the last 6 months.
And it that always struck me as a really really interesting strategy which is what you might call non-obvious.