Left the newest Hyv kids in a different mindset. One young man saying we are big advertising proponents.. I told him,.. “No, we are the antithesis of that… We are an annoying, obtrusive advertisement killer. No we (as the studies have shown audiences) don’t want all advertising to go away. (how people learn about products & natural chaptering bathroom/snack break on longer media) but we want them minimized and purposefully placed. But what we are doing expands the experience of the story by organically placing retail within already existing emotional, utility and appetite of story structure.” - & he got it.