@[email protected] Great riff on the principles of the word of the year. I think there is one more important countervailing force to add to the four you describe: customers leaving, not just to the competition but just saying “No”. While we may be stuck for the essentials of life, large swathes of these markets nobody really needs in the first place, much of it just entertainment in some form or other. I think we the consumers can send the message clearly in the more optional markets and it will reverberate out from there. It does take collective action, but in many cases single digit percentages may be plenty to move the needle loud and clear. All we need to do is stop holding our noses and sticking with them.