Report to a moderator

Wow, thanks for all the comments. Firstly Rachel, glad you like the educational part - we see this as key. You can argue the case, if you like, with simple economics: if a good pays for itself (neglecting cashflow effects for a moment), then the only thing which would stop you from buying it if you walked into the shop would be incomplete information on the product (or that you were going to buy the same product in another shop anyway). In other words, that you didn't KNOW or BELIEVE the product would pay for itself. Now, if we can bridge that educational gap, then why on earth would you not buy?

By the way we could also address cashflow effects (i.e. you pay a chunk of money upfront and only get the money back slowly) by an intelligent consumer financing scheme, although we don't believe this is an essential from day one.

Paul, on the trusted brand thing, exactly - people will buy when they know it's a quality product and not just made by a couple of guys in a garage. However, it's also vital NOT to be part of the establishment, to have the right values embedded in the company from day one, and engage people by that as well. We have to walk the walk.

Emyr, re having the goods in one place, it's vital. Not sure about the green eggs, but keep the taglines coming...:)