It's a fair question. I did wrestle with part of this, you've just crystalised it better.

I do think brands should have a clear identity. Even lifestyle brands. And while I do want to have fun, I also do not want to lose money. That would defeat the purpose.

One thing I have learned about people, if they eat something, and come back for it again, and it is not there. They are never happy. Never.

Thanks Annie.