yeah I know that cutting cost is almost a definition of business, I meant the fact that in the same time it forces a different rhythm that is very self sustaining; it's a double win, and I wonder how long they knew that fact. It's probably a naive question, I remember seeing old quotes about "if doctor cured you of all, they'd be jobless" or one about Michelin "they knew how to make 10x better 10x cheaper, but why should they release that".. it's just the dual.