The new OP model seems lifestyle focusedI like that reputation and lifestyle branding is going to be AUSA's top model. It makes total sense in a social media driven marketplace. It will save a ton of cash on useless and needless marketing campaigns. People clearly want these products, so why blow a budget on telling them what they already know? Great move by Booth for realizing this and leveraging it. Makes for more capital to reinvest into growth and product development.