We are aware Bernard and basic physics is certainly part of that. I for one, and certainly most of my peers, do not go by marketing literature - we go by what we know works and have experience of. When trying something new it is through shared experience with our contemporaries - just like customers recommend a good engineer to their social group, we engineers do the same with a good product - that’s how it works and always will. 90% of the properties I work in are very similar, as are the expectations of the homeowners; it’s pretty much ‘same setup, different house’ and it works. For the other 10% that require more bespoke solutions, well that comes with a price tag to suit.