There's an old advertising story that goes something like this. A prospective client in the wine business calls an ad agency to see if they can handle their business. The client says "Do you have any experience advertising wine?" Agency: "Absolutely" Client: "Great. Was it an import or domestic? Agency: "Domestic" Client: "Perfect because this account is for a domestic wine. Was it sparkling or non-sparkling?" Agency: "Non-sparkling" Client: "Wonderful because we have non-sparkling wine. Was it dry or sweet?" Agency: "dry"